460 - A Story of Navigating the Evolving Landscape of Public Relations w/ Yael Fraynd
Welcome to Episode 460 of Your Morning Drive.
In this episode of Your Morning Drive, host Logan Lewis welcomes Yael Fraynd, the owner and president of Yaya Publicity, a PR firm specializing in elevating jewelry brands. Together they discuss cancel culture, Sydney Sweeney, building brand awareness, self care, emerging brands, jewelry market growth, how PR works & much more.
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Transcript
Logan Lewis (00:00.952)
Hello everybody. Welcome back to another episode of your morning drive. I am the host with the most Logan Lewis back at you with another great episode with another great guest. But before we get into them, let's talk about a couple of things. Number one, wherever you're at right now, stop and pull up the podcast app, YouTube, Spotify, or Apple hit follow on that app that makes sure
That makes sure that you get every episode every Wednesday without missing a beat. And it just helps us out a lot as well on any of those platforms, like it thumbs up, leave a review, whatever it takes to show some love. I would certainly appreciate it. Of course you can follow along on social media, Facebook, Instagram, LinkedIn, Tik TOK for all of the behind the scenes stuff. All of the
You know, the, the guest information, the clips sponsor stuff, everything in between is on social media. All right, let's roll my friends. My guest today is the owner and president of Yaya publicity in New York city, a firm that just celebrated 15 years of elevating jewelry brands on a global stage with a client roster that spans the United States, Asia, Europe, the UK, Australia, and more her work centers on
building lasting relationships with clients, editors, influencers, and stylists. From Alison Liu to another brand, don't want to screw up the name of her. Her brands have been featured worldwide, including a career highlight when some of the jewelry was worn during a Superbowl halftime show by Kendrick Lamar.
At the heart of it all, she believes success and publicity comes down to the relationships that you cultivate over time. Please welcome my new friend, Yaya.
Yael Fraynd (01:59.393)
Hello, hi everybody. Very excited to be here. Thanks Logan for having me and for me, know, allowing me to tell my story. Yes.
Logan Lewis (02:11.342)
Yeah, yeah, absolutely. Thank you for being game to jump on and chat with me. I notice how, of course, guys, I, before we started, I asked her how to pronounce her, her name correctly and overthought it while I was doing the intro and I was like, screw it. I'm just going to call her the thing that she says a lot of people call her just to be safe. Um, so here we are. Um, but yeah, you know, before we talk about what you're doing now and talk about the amazing 15 year achievement that you guys hit this year, um,
Yael Fraynd (02:29.26)
Yes.
Logan Lewis (02:41.09)
Give me your little origin story. Where are you from? Parents, siblings, upbringing? Kind of give me the little kind of brief origin story.
Yael Fraynd (02:49.603)
Absolutely. So I was actually born and raised in Miami, Florida. My parents are Hispanic. My mom's from Mexico City. My dad is from Bogota, Colombia. So growing up, you know, my life was very traditional in a sense. My family always, you know, envisioned me to be at home till I got married. You know, I was not really to leave home and obviously life has different plans. When I graduated college, I moved to New York City. I have two brothers who
state in Miami and I was really the one, the independent one that always saw, you know, a different future for myself.
Entrepreneurship was really, you I grew up with it and my father was, you know, very for that. And it was something that was instilled in me at a young age. Since, you know, the start that I can get my first job. remember I was like 16 walking in the mall in Aventura and I went into Abercrombie and they're like, hey, do you want a job? And I was like, so excited. So at a young age, the first moment I can, I really always wanted to do my own thing. So I grew up in Miami. And as I said, you know, I was
to college there and I was interning for someone at the time and it was PR. It was something that I realized that I loved. You know, I love connecting with people. I can't just sit behind a computer and input numbers. I'm such a relationship person. And so when this internship came about, it was great. It felt like the perfect fit. And within a few months, she was like, I want to hire you. And I was like, great. It was awesome. Like I really didn't have a long internship. So it obviously was, you know, a great feeling to know.
that she wanted me to kind of hop on. And interestingly, you know, she was based in Miami, but you know, New York and LA have always been such strong markets for PR. So she asked me, she's like, Hey, would you move to New York or LA to open our office? And, you know, I was, you know, 20 at the time and I was like, yes, like, how could I not want this? So I gave it some thought and as much as I love LA and LA actually is a big part of my business right now, New York just felt like
Yael Fraynd (04:55.429)
an easier move and maybe an easier sell to my parents who never thought that I would ever leave home. And it also just felt like an easier place to meet people. I find New York is just a pedestrian city. think it's something that you can share a cab with someone. You could be on the streets and it's just what New York is about. So I picked New York and I broke the news to my parents and I remember telling them it's only one year. I knew I always wanted to have my own company and I told
my dad, I told my mom, was like, have to go for the year. If I'm ever going to be able to open my own business, I need to have this experience for myself and to really connect with the people. Because at the time, traditional media was probably 90 % of the business. And that was, you know, the traditional magazines. And, you know, and for that, you had to meet with editors and bring the product over. And it was, it's really different than it is today. So I convinced them and I remember I moved in 2008 and it was January. So was really the heart of winter Miami girl coming in like,
really embracing that weather. And it was the best decision I ever made, you know, and the funny thing is that that summer I actually met my husband. So one year now and now, you know, still in New York and not going anywhere. But it really was the best decision for me, for my career, for everything. So I moved in January and from January until May, I opened her office and I was working by myself in this office that, you know, I opened for her and it was lonely and
away because it was me doing everything. I had really no colleagues, no one to really talk to. And at the same time, I had all the responsibility as if it were my own. I was meeting with new clients. I was bringing a new business. I was meeting with the editors, meeting with the clients. So I remember speaking to my father and going back to the very entrepreneurship. He was like, well, why are you working for somebody? Like it seems that you are doing this on your own as is. So what, why are you working for someone?
And I was like, you know what, you're right. so I was like, I broke the news. flew down to Miami and I told her, and I never, ever want to, you know, any bridges. And that is something that I can really, I can't emphasize it enough that for any, you know, anyone, whoever is looking, you know, for jobs or anything, the one thing is that you should always leave a door open because you never know. And honestly, your reputation is everything you have. And you should always leave on good terms with everyone, whatever the circumstance may be. so I told her, obviously she didn't take it so well.
Yael Fraynd (07:21.359)
But I really, you know, I said, I'm like, will never take any client that I brought in. Like, this is something that starting on my own. has, I will never, you know, the clients that I brought in for you will stay here. I'm not looking to take any business. Like I know I can do this on my own. and so I did. And at the time I actually, started something with a friend of mine, cause it felt easier to like start with someone, right? It's never so easy to just be like, okay, I'm really going to do this. So at the time we started and it lasted about a year and a half, but another lesson I learned is that friends and business
don't always work so well. So unfortunately we separated and in 2010 I started Yaya and it just felt like the natural course for me. The nice thing is that when I you know from my internship time it was accessories and swimwear was our main focus and what we did and so I took that on with me and accessories was really what stayed on. I did have a few swimwear brands which were great because it was just it felt familiar to me and coming from Miami it was a big market and weirdly I
accessories and swimwear did have some sort of synergy and it like worked out. Fast forward to COVID time, I would say that that is pretty much where I realized that jewelry had to be my main focus. think people, know, no one was traveling. Swimmer was a really hard market at the time of 2020, 2021. You know, people really were just looking at, you know, shopping in a very different way. And interestingly enough, is the jewelry market really skyrocketed?
my clients have never done better than they did in 2020, 2021, even 2022. I think that people who were so used to traveling and spending their money on different luxuries were really stuck in a bind and having to pivot. so jewelry just felt like a natural course. People were doing Zoom. People could be in their pajamas, but putting on great jewelry, that's all that mattered. And so it really cemented that this was the right market for me.
also gave so much opportunities for people and you we had to pivot and I think that that is something about PR is that we're constantly pivoting into how you know, we're growing and how technology is moving and you know where we are and like I said, when we first started traditional media when I first started my clients had no care to be on a digital platform. It was really only like the in style magazines like lucky at the time Vogue L, you know the thought of being on a digital it was like we don't care about that like that does nothing for us like not really it wasn't
Yael Fraynd (09:50.838)
really understood.
I did have one client that is still with me to this day, which is really special. And she is someone that's always took a risk and always kind of understood the growth of where people are going. so when influencers per se started doing their thing and started posting what they're wearing and that she was my one Jennifer Zuner, she was the one client that was receptive to it and was like, you know what, let's work with these girls. At the time they had hundreds of followers, and now it's funny to see that they have millions.
amazing to see their growth and it was really nice to see that I did have at least one client that was really open to that idea because it was an unknown. You know it's you're giving product to something that you don't really know what this return is going to look like.
But at the end of the day, it really was beneficial for her because I think that it showed people that she was here from the beginning. She's not someone that just came at their biggest success. But I think that it was nice for them to see, she believed in us when we were just trying to grow this thing. So that has been really nice. And I think that part of PR, like I said, I think it's really just about pivoting and seeing what is working and what doesn't. Because every brand is different. Every experience is different. And every placement is different.
So while there are still some traditional placements, because I still love a magazine, I will go to an airport, I love to pick up a magazine, like there's something just really gratifying about it. And I do have clients, you know, that their clientele are the one the women or the men that read, you know, the town and country, the you know, whatever it may be like Esquire GQ, like there are those, know, that really do like to flip your magazine and still appreciate that. And then you have ones, you know, that are just the younger generation that is on their phones all day that
Yael Fraynd (11:34.644)
is looking at what is that digital story? what are the best earrings that, you know, Elle is telling me that I need to buy because it also gives that instant gratification. I'm like, I see these earrings. I like it. I'm going to buy it. I'm just going to click it and it's here tomorrow. So I think that that has been something really great as our, you know, this world has given us these opportunities. And I think it's just an easier way for clients to really be able to see things on a quicker. People like quick, you know, like they like that instant gratification. They like to see, you know, you
know, Yaya placed me here and I'm able to see sales come from it directly. And I think that that is something really nice that we can offer. And then, you know, celebrity, celebrity is maybe the one thing that has stayed constant since the beginning of how I started. know, people, celebrity sells, people still care about the it girl is what they're wearing. People still care about what they're wearing. It's a red carpet. And I think that that has been something nice because it's, it's felt familiar and it's something
that hasn't changed with this world that constantly is evolving for us. But, you know, we don't just end it there. And that's like something that I tell a client, you know, it's like, Sydney Sweeney, for example, last night, wore one of our clients to the Governor's Awards. And so we tell our clients, like, it's amazing that she's wearing it. And now our job is to make sure that we're telling the world. So with a digital platform of it, we're able to kind of instantly get all the people that are writing about her to say, hey, this is who she's wearing. Please make sure that you credit it because it allows
for that SEO, it allows for that brand growth and it allows for people to really just identify what she's wearing because I think that's really important for what I do.
Logan Lewis (13:13.132)
Yeah, wow. So much to think about. I think, no, no, this is all good. I mean, I think I'm thinking about like how you've talked a lot about pivoting and how important that can be, especially in like the communications marketing PR space. I mean, like you said, crazy to think that in 2010 or around that time, people didn't have a care in the world to be in a digital platform. And now like,
Yael Fraynd (13:15.829)
I don't know.
Logan Lewis (13:39.266)
vice versa, if you were to say, you could be on it unless it's, you know, like a Vogue or, know, a magazine of, of such, you know, that has such a reputation. if you said, Hey, you want to be able to cover a magazine? People will be like, huh, what? but funny enough, that's just how things have gone. And who knows in 10 years from now, it could be something else. So I think it's just being
Yael Fraynd (13:47.639)
Prestige.
Yael Fraynd (13:55.041)
Yeah.
Yael Fraynd (14:03.105)
Exactly.
Logan Lewis (14:06.836)
open and willing to embrace those new changes that will keep people afloat for 15 years versus those who say, no, we're going to stick with print. We're going to write it until it dies. And then unfortunately when print dies, they didn't pivot quick enough and then they're out and it's, it's unfortunate, but it happens. people don't love change. but
Yael Fraynd (14:25.764)
100%.
Yael Fraynd (14:30.914)
I've learned that change is important. like, although it can feel like what it's, listen, people don't like the unknown. I think that's just in any, in any part of your life. And I think, yeah, it's not, it's never easy, but like circumstances in my life have proven to me that though it might not seem like the greatest, ends up always working out for the best. And I think that, like you said, I think pivoting and I think that growing is what's really going to help people stand out, but also succeed and stay standing while others will, you know, weave out because they didn't want
Logan Lewis (14:40.652)
Yeah, me too.
Yael Fraynd (15:00.838)
want to continue on the path. I think that goes on, that really is, it hits home to many things. I don't necessarily think it's only communications. I think it's just a lot of industries that I think that people really need to learn, that it's really going in different directions. I had someone close to me at the time, they had the most amazing brick and mortar store. And this was also in 2008, 2010. And I remember speaking with them saying, hey, I think you really need to start pivoting to online. People are really shopping online. It wasn't as popular as
it is now, but at the time it was like, it really, people were starting it. And I guess at the time they didn't really see the importance of it. And unfortunately, like it didn't really get to succeed in a way that it should have. And I think that that was something and that's why. And so I think that we have to, know, AI is coming, like things are coming and we just need to know how to work with it and not really try to fight it. And I think that that is something that we can really learn, you know, as in any industry.
Logan Lewis (15:57.91)
Yeah, the AI stuff is weird because, you know, I'm at this crossroads with it personally being a marketer and, somebody who's creating content. I love it and I use it quite often. And I mean, all day, every day, really. And, you know, a while ago, someone asked me, you know, are you aren't you afraid of it? Are you afraid of it at all? Like, you know, I was like, not really because
because in 20 years, the job market is going to be in a place where if you don't know how to use and manipulate AI to work for you or for whatever you're doing, that's going to differentiate people as those who decided, no, I don't want any part of it and I'm not going to use it from those who actually took the time to embrace all the changes, you know, all of our
It feels like every app we have now has just been like, we've got a new AI chat bot now. And it's like, okay, sounds like I'm going to use it. Like I didn't know I needed AI to order Pizza Hut, but I guess this is where we're at.
Yael Fraynd (16:57.988)
Totally.
Yael Fraynd (17:05.59)
Yeah. But I agree with you. think that again, going back to that, think people need to be receptive and like learn.
to use the things as opposed to fight it. Because at the end of the day, you can work ways that are going to improve your work, you know, in many ways. I think, listen, like AI, it's, it's so there's so much that's going to happen with it, you know, and it is like still like unknown and it is scary for certain industries. But I think it's a matter of, know, how does it work for you? How can you like work together in tandem so that you can, you know, help yourself succeed even more, you know, it doesn't have to replace you. can just maybe
elevate you. And I think that that is something that we should really teach people and you know hopefully that you know our kids are able to you know learn that as you know future holds.
Logan Lewis (17:54.328)
Sure. And you know, I'm a movie buff myself, but I think people just watch too many movies and they think about the iRobots of the world. That's the fun example people like to throw out is like, what happened? What this point in time, you know, we're recording this and towards the end of 2025 AI now only is what it is because of the information that people give it. hopefully it remains that way for quite a long time because
Yael Fraynd (17:58.05)
Same.
Yael Fraynd (18:21.539)
you
Logan Lewis (18:22.334)
Once it starts thinking for itself is when you, that's when you get concerned, but I feel like we're in a pretty okay place with it now. mean, again, like it feels like everything is built off of chat GPT with it being an open AI. So unless chat GPT goes down, I think we're okay for awhile, right?
Yael Fraynd (18:43.874)
I think so too. And I always joke that I'm like, luckily, you know, AI and a robot is not going to able to pull the samples and to like do this job. So I think that I'm like golden. But it's ended.
Logan Lewis (18:52.802)
Yeah, you're in a good spot. And I think a lot of people are in a good spot, but they just don't realize it because you know, with today's world, it's easy to be afraid of things. You know, negativity is spread daily, on the news, on social media. It's it's it. Negativity is easier to grasp than positivity. And I think people
Yael Fraynd (19:15.054)
But you know what though, think it also goes like going to what you're saying is that, you know, we talk about like a cancel culture, which is very hard, you know, like in terms of like the society, like I think that nowadays, like even for me, like before I post anything, I have to reread like what I'm going to say like a hundred times because I'm like, God, like anything could be misconstrued these days. Like I feel like people are always just looking to dissect anything that you say, whether it comes from such like a harmless, you know, frame, but they just always sometimes like try to find like this
negative aspect and I think that that is something that you know people in general have to now really worry about which is something that we never had to deal with back in the day. You know back in the day like you could post as you want you can wear what you want and now it's like everything is just taken apart and it's just so it's actually like exhausting.
Logan Lewis (20:03.2)
It is exhausting and it's sad because it feels like, like you said, like you used to be able to just like throw your opinions out there, whether they were controversial or not. Like people used to just say things and now like similarly, I posted something not too long ago and someone commented really bro. And I was like, well, I guess you could take that that way, but that is in no way what I was in.
Yael Fraynd (20:14.542)
Yeah.
Yael Fraynd (20:24.29)
Not how you wanted it.
Logan Lewis (20:25.878)
Yeah. And then, you know, there's this pressure, you know, to, well, you need to say something about it or you got, you know, you got to apologize. And it's like, okay, but like, Hey, I'm sorry for posting the thing that I had no intention of hurting people's feelings, but I guess my joke, I went to a comedy show last night, right. And like one of the openers for the comedian said, like, you know, we need to laugh more, like we need to not take ourselves so seriously all the time. And
Yael Fraynd (20:35.94)
You
Yael Fraynd (20:53.71)
True.
Logan Lewis (20:54.446)
Like I made a harmless joke that wasn't offensive towards any group of people or anything, but someone in the comments still took it apart. And I thought, man, I'm just out here trying to put things out there that are positive. And if you
Yael Fraynd (21:02.818)
Yeah.
Yael Fraynd (21:10.254)
there's always gonna be somebody and that's the thing. And I think that it's, we've welcomed this cancel culture and it sucks. Like it really does. Like I think that, you know, it really stops people from being able to show their creative sense because everything that they post is now like, okay, is this gonna, you know, offend somebody somewhere because someone will always be offended even if it has nothing to do with what they think. So that has been also like a challenge.
Logan Lewis (21:33.422)
Yeah. The cancel culture thing is weird because I feel like, like, yeah, you should, you should not say or do certain things for sure. Like I'm not going to give any excuse to any, anything crazy, but like, you know, going in, like I think the popular example a while ago was like when Kevin Hart was chosen to host the Emmys or something or the Grammys or whatever award show it was. And they went and dug up old tweets from like 2004. And it was like,
Yael Fraynd (21:56.215)
Okay.
Yael Fraynd (22:02.594)
I know.
Logan Lewis (22:03.31)
Come on, man. Like, yeah, the things he said were, if said in 2025, maybe problematic, but in 2004, it was a different time. So I feel like it's unfair sometimes, you know, I'm not going to give excuses to go to do truly horrible things, but
Yael Fraynd (22:10.573)
Right.
Yael Fraynd (22:16.792)
to dig up. Yeah, yeah, no, of course, listen. Agreed, and I agree with you that I think that sometimes, listen.
I think people in their past have said stupid things. Like we all have. We've all like made things that like we might not have been aware of and not in like a malicious way, but like we've all done dumb stuff. Like it's part of life. And unfortunately we live in a digital footprint now that is something that we never had to really grow up having where it's always going to come back to you. And I go and say this to my kids all the time. So I have four kids. My oldest one is 13, teenager. And so I tried to tell him that it's like, you can't mess up anymore. Like everything.
you say and do will be held against you. so you can, know, any text message, these are things that like when I grew up, I never had to worry about. And so now like, you know, things can be, you know, people will go back at like years from now and say, like in 20 whatever year you said this and it was like, okay, like it was so harmless. But you know, at the time, like it's just whatever time that we're living in, it just becomes this grand like, you know,
offensive thing, which really wasn't that. And people like to really play out things that like such a, they like to build it up more than it has to be. And I think that that's just also part of the media and part of this like social, you know, life that we live in right now. And so that's challenging.
Logan Lewis (23:34.818)
So being in the, with all that said, know, being in the world that you are with the PR world, do you find it? mean, I know you said a second ago that you actually had to take a step back and like really like reread what you were about to post. Cause you're afraid of, know, when you're running a publicity firm, like you are, I mean, one big misstep could be the end. mean, brands could pull out, celebrities could pull out, like everyone could say to hell with them. And we're not going to do business with them anymore because of this.
Yael Fraynd (23:55.716)
100%. Yeah.
Logan Lewis (24:04.686)
Accidental thing that you said so I mean, what's it like to navigate your everyday? In that world. Are you just I don't want to say walking on eggshells, but kind of really double-crossing those teams
Yael Fraynd (24:06.916)
100%.
Yael Fraynd (24:18.285)
So I try.
So like, like my Instagram basically has become my website, right? It's like, it's my voice. It's me. have personal on there. Like I'll show like my kids, I'll show this because that's who Yaya is. Right. But I do draw a line and I've learned that I do not post anything political. I don't post anything that can be, you know, taken any way. Like I really like hone in and like, I'm very mindful in what I post. Like what I post is really strictly like work and then just like my kids and family and certain things that like I like about travel. But I really try like there's certain
and things like political, religion, things like that that I just don't even like post because I just know that it will never end well. You everyone is entitled to their opinions, but I think that we live in a world that that's not the case. So at this point, it's just fair to like really, I leave it to work. And you know, even my clients, you know, I have clients from all over the world, the Middle East from.
you know, Australia, like you said, South America. And so for me, it's, I love everybody. And for me, I try to just be as like a positive, like you said, you really, you work on a platform that you really just try to be positive and like bring lighthearted to the community. And that's really what I try to do. really, it's really, jewelry is fun. It's beautiful. It's sparkling. Like we do fashion. Like it should always be in a fun light. It should never be taken, you know, so seriously and it shouldn't be dark and like it should be for what it is.
Logan Lewis (25:39.244)
Yeah, I absolutely agree. so yeah, yeah. Help me out here because I don't know a ton about really what you're doing every day. Like in the PR world in general, you know, so I know that you work with jewelry and you do. So I guess my question that I'm trying to get at is, know, I asked people to tell me what they do and then they give that, you know, they give me their explanation.
Yael Fraynd (25:39.576)
So yeah.
Yael Fraynd (25:57.337)
Yes.
Logan Lewis (26:06.072)
But then I'm like, okay, so, but like, how do you actually like make money? How does money come in? So are you working with brands to put their jewelry on people? And then those people, like you said, like Sydney Sweeney wearing one of their pieces to the whatever she wore it to, like, is that how you're making money? Like walk me through like what that looks like.
Yael Fraynd (26:09.828)
you
Yael Fraynd (26:21.504)
Mm hmm. Yeah.
Yael Fraynd (26:28.886)
Of course. So PR has really many ways of structuring how like people get paid. My, since the beginning, I've always just had a retainer. So I have certain brands and then I get a retainer and in that retainer, it gets really everything. I don't believe in like a menued service. And some people always come to me asking that and I say no, because I really find that like a full PR campaign and like to really get the results that people want is really to have it all. So it has the celebrity, the editorial and the digital, which is like really our main
I say that word traditional in that sense because that really is like the traditional PR.
but not just like your magazines. So a client will come to me and they'll say, you know, we want to hire you. And I'm like, great. I'm selective with who I take on. You know, if I have too many brands, like I'll be at capacity or if it's a brand that I personally wouldn't see myself wearing, I won't take it on because at the end of the day, you know, it's my relationships can only take me a certain way. Like I always have to say the product does have to be there and I really have to believe in it. So, you know, it's not like I say yes to everybody. And so a client will come and I'll say, great. And so they do a monthly rotation.
And the nice thing that I do actually, which is not so norm is I in essence do a month to month. Most PR companies will, you know, want to contract for six months to a year because it really does take time to see results. But my philosophy is anything can happen. Also, like we might not like each other. We might not work well together. And I don't want you to be with me because of a contract. I want you to be with me because you're happy and like you see the results coming through and it feels like a great partnership, you know, and so I always leave that. I think that that is something that's in.
And then within that, then my job is to make sure that I get them as many placements as possible. But I can never guarantee what that is. So it's interesting because I have to sell a service that I can't, I'm like selling something that I can't really tell you like, okay, tomorrow you're going to see X, Y, Z. You're basically like selling yourself and just like, hope, like hoping that they trust, you know, based on what your track record has shown and just your reputation. And that's why they stay with you. And the nice thing is I've had my clients for many, many years just because I'm confident in what I can
Yael Fraynd (28:34.246)
and the results that I'm able to provide. So my job is really just to get as many placements, whether it's celebrity, the digital, the editorial, without being able to commit how many, but every brand is so different.
Logan Lewis (28:46.264)
Sure. Yeah, that's really interesting. Yeah. I feel like similarly in my world with like, I also, in addition to doing this podcast, I also run like a small company consisting of just me that I sell. I guess I sell like website design and social media marketing and stuff like that. And similarly, you know, I'm sitting down with a small business owner and they're like,
Yael Fraynd (28:58.507)
nice.
Yael Fraynd (29:07.719)
that's great.
Logan Lewis (29:14.72)
Okay, you're going to take over my Instagram and Facebook. What then? Like what's going to happen next week? And I'm like, this is not an overnight success. this is like you said, I also don't do contracts cause you know, for the same reasons, what if we don't like each other? What if I, you know, learn your brand over the course of the first month and think like this might not be a good fit. you know, insert other reasons. And so
Yael Fraynd (29:18.21)
Right.
Yael Fraynd (29:22.776)
Right.
Yael Fraynd (29:39.556)
Totally.
Logan Lewis (29:40.15)
you're selling something that it's kind of a shot in the dark. You have a general idea of what's going to happen, but you don't necessarily know, Hey, this could be two weeks. This could be two months. This could be two years. So, it's, it's difficult.
Yael Fraynd (29:43.893)
Yeah.
Yael Fraynd (29:54.436)
agreed and you hit it on the spot with that like the overnight success. think that you know and I always say like the first thing I tell a client is you're not it's not going to happen overnight like and I always also say that something that's important for people to understand with what we do is that you know because they're like okay so if this person is going to wear my jewelry am I going to get sales from it? I don't know.
because every brand is different. Every price point is different. I have price points from the millions of dollars to like $20. So it's so different. Every placement is so different and it can hit a different way. So I always say that like, do not take PR for hit for hit. You take PR as a total brand awareness and total, you know, brand building so that people can know who you are. But it's not going to happen overnight. I always find that the people that think this overnight success fall overnight as well. You know, and I think it's just like a consistent building that you have to do that really will get you
to create this demand for your product. Like that's my job. My job is to get people to create a demand, you know, and to go to a store and be like, okay, I know this brand, I've been seeing it, like I want it, like how do I find it? Or going online and being like, okay, I've been seeing this everywhere, clearly I need it. But it's not overnight. And that's like the one thing that it's like very hard to explain to clients because at first they get it, but then it's like, okay, like they start getting like an antsy and this and that. And it's like, oh, like there's always, nothing's ever enough sometimes. And so it's hard, you know, it's a hard balance to try to explain of like,
how this really works. like, then after six months, so I do the month to month, but I do a suggested six months, I'm like six months is like a fair assessment for you to see like, where you started and like where you're going. And really at the six months, my clients do see like a pivotal moment where they're like, Okay, I get it. Like, they start seeing more traction to their website, they start seeing stores putting more orders in for their jewelry. So it's something that they really do see it's like an involvement. But I some people don't last to the six months. And they're like, after month one, they're like, Well, what now? I'm like, Well, it's literally been like a week.
Like it's very hard for me to be able to tell you like, you know, your brand's exploding in a matter of a week when we just started getting your assets now. So it is that challenging part, but I've also like weaved in and you know, I work with people that I really like and this year was the first year that I decided that I'm going to fire clients that I do not like. And that has been something really great because if the client doesn't treat my team well, like I don't need to work with them. If they're just, you know, going to be disrespectful for no reason. Like I said, we do jewelry. Like it should be fun. It's light. It's great.
Yael Fraynd (32:15.395)
And so I've learned this year that like I'm not going to work with people that like don't deserve to work with my team. And it's been great.
Logan Lewis (32:23.01)
That's got to be such a freeing act of being able to be in a place with, you know, cause at the end of the day, this, this firm that you're running, this is a business. You've got to make money. You've got to survive. You've got to pay your team. They've got to survive, but to be in a place where you can take a step back and be like, you know what? This isn't good for X, Y, and Z reasons. I'm going to cut the ties and I'm okay doing that. If that means that that's going to be
Yael Fraynd (32:39.204)
Totally.
Logan Lewis (32:52.492)
better for us in the long run. think that's really awesome.
Yael Fraynd (32:56.386)
Yeah, and I honestly recommend that for anybody. I know it's like scary and like, listen, sometimes it's like, okay, like, obviously, like, it's a great, you know, client in the financial world. But at the same time, it's like, my sanity is worth more. And also, like, so are the boundaries and my team, for me is very, I protect my team and they don't deserve to ever be treated disrespectfully or anything. So for me, I like do a hard no, and it's, it's been great.
Logan Lewis (33:19.692)
Yeah, that's awesome. So I was looking at your website, your social, and even like behind you right now, there's a lot of iconic faces behind you and all over your social, like Angelina Jolie, of course. And you know, is that Sydney Sweeney back there and Casey Musgraves? And is there a Reese Witherspoon back there too? a few different, so are these all examples, Taylor Swift? mean, so many awesome ones.
Yael Fraynd (33:37.058)
Yeah, yeah, very good. Yes, there's like a few.
Logan Lewis (33:49.55)
are these all examples of.
Yael Fraynd (33:49.891)
Yes.
Yael Fraynd (33:54.084)
Our placements. Yep. So everyone behind me are just some that we've like put into tiles, but there's like so many more. And it's like, the one thing is that even though I've been doing this for so long, I still get as excited for my clients when they get a placement, even if it's someone that I've worked with, because it's amazing for them. You know, like if you really think about it and like try to explain to them, you know, it's like these women and men get, you know, served so much jewelry, right? Like they are presented with so much amazing, you know, product out there.
Logan Lewis (33:55.724)
Yeah, wow.
Yael Fraynd (34:24.258)
And they chose you. And so when you're like against with like all these other companies, it's really special that like ultimately it was your earring that worked. And I say that also Freditorial when it was like a cover, right? It's like, think about how much jewelry like they're calling from us. They're calling from so many other talented designers and PR agencies. And it was like your piece that just like worked. And so it like really is something incredible because you really are up against so much competition. So it really is really rewarding and I still find it rewarding.
Logan Lewis (34:52.45)
Yeah, that is awesome. Speaking of rewarding, you know, you, mentioned in the, the intro, and then of course this is plastered on your social media cause why wouldn't it be? But of course, one of these standout moments is, you know, Kendrick Lamar wearing some pieces during the Superbowl halftime show. mean, did you know that was going to happen? Did you notice when you watched it for yourself? I mean, what was that experience like for you?
Yael Fraynd (35:01.155)
Yeah.
Yael Fraynd (35:15.044)
That's exactly how it works.
So, you know, because we work a lot with celebrities, know like we have an amazing roster of people that have worn our jewelry, but for each placement, there's like 30 times that we said that it doesn't work, right? So I know how it works. And so it was Super Bowl weekend and I think it was like the Thursday, it was Thursday night at like 9 p.m. and the stylist and one of my colleagues, one of my girls on my team were like texting and she's like, hey, do you have any brooches we need for Kendrick? I forgot, it was like in New Orleans, I believe, the Super Bowl.
And they're like, hey, like we had missed cutoff, cutoff shipping for the Friday delivery. So we're like, okay, we'll see if we could just send for Saturday. So we asked like our clients to send. And even the client was like, this is such a long shot. And even I was like, listen, like there's a big chance this doesn't work, but I always say, and it's Wayne Gretzky's line, but it's like our family motto is you miss a hundred percent of the shots you don't take. I was like, it for sure won't work if we don't send. So we might as well.
So I had actually three clients that were sending for this specific thing and two of the UPS boxes actually were delayed because it was like a bad weather. So one of them made it.
And so she got it and we kind of just like let it go. We let them do their fitting and we don't like to stress because it's like a big deal. And I know how much goes into like the fittings with them. And so was like, whatever, we'll just wait till Sunday and see. We had no idea if something was going to work. And the halftime show comes on and I'm with my husband and one of my children. I'm like, my God. I'm like, is that this? And I'm like showing them that it was like clearly it, but I just needed that like, wait, is this really in? And they're like, yes. And it was like this feeling. And I called my client. I'm like, my God, it was like the biggest deal because
Yael Fraynd (36:55.564)
It's something that I can never replicate. And that's like what I try to explain to people. Like it's an experience and it's a visibility that like, unless it was another Super Bowl, there will never be eyes like that on any event, like ever. So for me, it was like this crazy like big deal. And then like the press that came with it was just something that like really was a career highlight because every single outlet was writing about it. It was just this, it was.
out of control. was an amazing moment and just like for my clients, it was just so special because it was surreal, you know, like that it actually did work and like all the stars aligned like for it to happen. And so it was really amazing.
Logan Lewis (37:32.152)
Yeah, it just means it was meant to happen. mean, with, with you guys talking about the Wayne Gretzky quote, you know, which I use to this day, but instead of quoting Wayne Gretzky, I quote Michael Scott. but Michael Scott, think stole a Wayne Gretzky's quote. no, no, no, it's, it's definitely, it's definitely Wayne Gretzky. but it's true. I mean, you never know. I mean, like you said,
Yael Fraynd (37:34.327)
Exactly.
Yael Fraynd (37:43.67)
Okay. Was Michael Scott the first? Okay. I was like, did it first? Okay. I was like, am I miscrediting? Okay.
Yael Fraynd (38:01.656)
Yeah.
Logan Lewis (38:02.655)
it's guaranteed not to happen if we don't send it. the fact that you did send it and it did worked out as like, wow, what a, what a huge moment. and so then like,
Yael Fraynd (38:05.793)
Exactly.
Yael Fraynd (38:10.86)
Yeah. But it also like helps the client. sorry. It also like kind of helps the client realize that like, because many times it's like a frustrating experience, right? Because like you send and it like it takes a lot to like make things happen when it like doesn't work out. So I think that like seeing that moment actually work out. It's like, this is why we send it like despite you thinking that half the time it doesn't work out. It's that one time that it does that is worth all of this.
Logan Lewis (38:35.086)
Sure. And then when it comes to like some of these relationships, cause you know, we've talked a lot about relationships and how the power of relationships can fuel any business, but especially the one that you're in. I mean, do you have relationships with any of these women that are behind you? Do you guys, I don't want to say talk, but do you know them personally or is it more just like you're working with their management? Yeah.
Yael Fraynd (38:58.26)
No, it's strictly through their stylist. So typically, it's like their stylist or their assistant who we've like worked with. And that's really who I get to really, you know, like a lot of them have become friends of mine, you know, so going back to LA that I was saying that LA is an important part for Yaya, like we are New York City based, but LA feels like a second home for us. And they're at least like once every two months. During award season, we really are almost like they're like a lot. And it's really like a lot of my there, a lot of these people have become dear friends
Logan Lewis (39:24.034)
Yeah.
Yael Fraynd (39:28.134)
of mine because I really speak to them so much. And for me, like I, this is something that they see is that I really do love working with them and I really enjoyed them as people and it's not transactional where I think that that is something that sets me apart because it's I'm not here for the transaction. Like I genuinely really like getting to know people and a lot have become dear friends. Like people, you know, we just celebrated my son's bar mitzvah and a lot of them happen to have been invited because we really have such a great relationship and I think that that is really nice, you know, and that is something when I chose PR.
are is something that was important to me. Again, relationships, like being able to connect with people is something that I value tremendously because it feels, I don't know, like it's something like really special that you're able to like, hey, like part of my job is like, I'm going to meet you for coffee. Like we're going to dinner, we're going to a show. Like that's really nice that I can say that this is my job, you know, like not many people can. And I think that that is awesome.
Logan Lewis (40:21.774)
Yeah, I agree completely. And it's so cool that you'd be able to become such good friends with some of them to be able to invite someone to like your son's bar mitzvah. That's a huge personal achievement for him and for your family. So to be able to say, yeah, it's a no brainer to invite them. That's really cool. it just kind of goes to show you and everyone else that relationships do matter. it's like, not everything has to be transactional.
Yael Fraynd (40:37.592)
Yeah.
Yael Fraynd (40:42.861)
Yeah.
Yael Fraynd (40:49.646)
a lot.
Logan Lewis (40:51.214)
We can just want each other to win and want to do whatever we can to help each other win without it being a transaction. So I love that.
Yael Fraynd (40:58.882)
And going to your wins, you know, it's funny because like PR.
People always say that it's like so caddy and they're so like competitive and like my philosophy has always been like, listen, there's so many jewelry brands out there. There's so many placements. There's so many opportunities. Like you don't need to like hate on each other. Like, I don't know. Like if someone asks me for like a contact, like I'm the first to give it. Cause like, I don't see it as a competition. Like I, again, like I think that there's just so much opportunity for everybody that there's no reason to like want to see somebody fail. And so that's something that I've like really, you know, set myself apart, you know, and like when you talk about like other
or PRs or just like when you see like, like it's just, there's room for everybody. There really is. And I think that, you know, going to like where we are now with a digital platform, it also has allowed so much more opportunities to arise. Like I get it. When I first started, it was only your magazine. And if you got cut, you had to wait three months for you to see a placement. Now there's like so many different stories. Like people need content, people need, you know, there's just so much that you can like bring to the table and like be able to show. So I think that that is something really nice and that people really need to kind of
of like see, you know?
Logan Lewis (42:05.346)
Yeah, I completely agree. One more before we kind of transition to the last little piece of the conversation is so there's a lot, like you said, there's a lot of jewelry brands out there for up and coming jewelry designers or brands who kind of want to make their mark and get involved in this space of kind of trying out the whole influencer marketing PR stuff like that. What advice would you give them about standing out and building a lasting
presence.
Yael Fraynd (42:36.728)
I think the most important thing is to stay true to your own identity. And I think that the problem that I see a lot of times is that people try to like see other brands and they're like, how can I get this? Like, why aren't I getting this? And it's like, okay, because they have their own identity. And I think that if you design for yourself and see the vision that you see for yourself, and then it becomes like this identifiable brand, that's going to stand you out no matter what the minute you start trying to be like someone else, because that it's working for that person, it's the minute that you lose your identity.
and you're just going to become like, you're not going to have any presence. No one's going to care to highlight you because it's just going to show that you're copying or being influenced by someone's design. If you want to be a designer, design for what you want to design and show what your inspiration is. Don't be inspired by other designers. That is something that is like, please do not.
Logan Lewis (43:27.384)
Yeah, very good. Very good. So yeah, there comes a point in every conversation I have with my guests where I, you know, we just spent the first part of this conversation getting to know what you do and who you serve and how you do it and the relationships you've built. But now I kind of just want to get to know you as a person, who you are when you shut the laptop. Are you ready for these questions? They could be rapid fire if we want them. They're very first date questions. They're very,
Yael Fraynd (43:50.038)
It's hard.
Yael Fraynd (43:55.288)
Great. Well, it's funny because you say shut the laptop. like, I wish I've actually gotten better. But the funny thing about PR, which kind of really sucks is that like, I joke because I sometimes feel like I'm more on call than like a doctor and it's PR not OR we joke, but it's true. Like I've always said that I'm so accessible to everybody and I always am. But in the last year, I really have tried to like disconnect a little bit, a little bit.
Logan Lewis (43:56.236)
Very good.
Logan Lewis (44:21.068)
Sure. Well, even before I ask you this one, then it just makes me wonder like, how do you, how do you draw those lines? Because like you said, I mean, something could happen on a whim and then you got to pivot a whole strategy. mean, like, how do you just say, you know what? It's out of my hands tonight. The laptop is shut. Do not disturb is on. You don't.
Yael Fraynd (44:38.412)
I don't.
I don't, can't, you know what? like physically wouldn't be able to do that. Like I know that I should, but like there are certain moments that like just, would be a loss for a client. Right. So like, you know, it could be like a specifically like award season. Award seasons are always during the weekends. And so my team were split up between like, we do VIP and then like the editorial side. So, you know, they know that it's going to be late hours because in LA the time difference. And so it'll be here like 10 o'clock, sometimes 1 a.m. And so they're working because if we miss those credits, you miss that in
initial like big PR push. So it's really hard and it's not always, you know, but I think that with PR it comes at like certain times like you are going to be needed and it could be a late hour. It could be like that. So it's hard. I won't ever really like I won't ever like leave something to tomorrow if I felt like it was important.
Logan Lewis (45:28.834)
Yeah, that makes total sense. So with these first date questions, they can be rapid fire. We can discuss them in length if needed, but they're really just kind of fun little questions to get to know you as you. What is your all time favorite movie?
Yael Fraynd (45:40.343)
Okay.
Yael Fraynd (45:47.868)
my goodness, that's a hard one. I'm such a movie person, I don't know. I love The Sweetest Thing. love, my god, that's a hard one. There's so many good movies.
Yael Fraynd (46:03.492)
Clueless just because it like brings me back to like that moment and I think it was like ahead of their time. I don't know. my God, I might have to come back to you as I think about that. Funny thing though, I also love horror movies. Like the originals, like the Friday the 13th original, Light Mourn Elm Street, like Halloween. But the originals like Leatherface, the Texas Chainsaw. It's a great one.
Logan Lewis (46:18.705)
yeah, me too.
Logan Lewis (46:31.116)
Yeah. Yeah.
Yael Fraynd (46:32.164)
My brothers, I have two older brothers. Like that's why, like I would say like my first movie was probably one of those.
Logan Lewis (46:38.808)
Hey, it builds character. It makes you tougher.
Yael Fraynd (46:40.781)
It does. It does. It's definitely one of those things that people would never relate to me, but yes.
Logan Lewis (46:47.072)
No, it's, it's that, that is funny. I not, I would not have seen that coming, but, but I love it. I love it. I love it a lot. what was your first job ever? The first time you were like a W two employee, what, what were you doing?
Yael Fraynd (46:51.35)
See?
Yael Fraynd (47:02.668)
Abercrombie & Fitch. yep, in my mall, I was walking my mom and they like hired me on the spot and I was so excited. Yeah. Although that is a company that really like, I feel like it would, it should have stayed true to what it, I know that that's another one that's come under fire for many things, but like it really, it's an OG story that like, it just had its moment at the time. And you know, it's funny when I go into it with my kids now, I'm like, it feels very different than it used to be.
Logan Lewis (47:04.198)
very good!
Logan Lewis (47:10.744)
That is exciting. Very cool. Very cool.
Logan Lewis (47:24.942)
Yeah.
Logan Lewis (47:28.876)
Yeah, I haven't been in one in god probably five plus years, maybe 10.
Yael Fraynd (47:33.892)
Well, you don't hear the music pounding and then like the smells of the colognes just like going through the hallways. I always say to myself, I'm like, I don't know how I actually worked here.
Logan Lewis (47:44.174)
It was also dark in there. You like walk in, you'd be like, need to, I need to be like that grandpa that whips his phone flashlight out at a restaurant because he can't read the menu. But very good. Um, do you know what I am talking about? When I ask you what your walkout song would be?
Yael Fraynd (47:45.892)
Yes.
Yael Fraynd (47:49.732)
Yeah.
Yael Fraynd (48:04.401)
No, I'm like, in my head maybe I do, but what is it? Like if...
Logan Lewis (48:08.312)
So like you're like entering the ring for a fight or you're stepping up for the plate to bat. What song is playing to hype you up?
Yael Fraynd (48:12.631)
Okay.
Yael Fraynd (48:16.632)
We just had this whole talk because I had to do for my son's bar mitzvah, we had to do a walkout song and it was very hard to come out with a song. But my husband and I picked Bring Them Out. It was not very original, but it felt like it went with the theme.
Logan Lewis (48:29.484)
Yeah. Yeah. Yeah, I'd say so. so additionally on the music front, you get to organize yourself a music festival. You get to pick three headliners. Who are your three headliners that can be alive or dead?
Yael Fraynd (48:47.94)
Okay, let me think.
Yael Fraynd (48:58.116)
So I like Spanish. So one thing about me is I like Spanish a lot. I also like Israeli music and I like hip hop too. So it's going to be like a three really random mix for you. Okay. For I like Omar Adam for Israeli. He actually just sold out Madison Square Garden, which is pretty cool. Not too long ago I got to see him. Ricky Martin, because it brings me back to like really like fun times in my life. And then I would do like
Logan Lewis (49:08.92)
Hit me.
Okay.
Logan Lewis (49:16.389)
good for him.
Yael Fraynd (49:26.658)
Biggie or like, know, I would do, yeah.
Logan Lewis (49:29.836)
I'm there for it. That's a great lineup.
Yael Fraynd (49:32.452)
It's the most random lineup, but it like works in its way.
Logan Lewis (49:38.176)
It does. There's something for everybody there. No matter who you are, how old you are, there's something for everyone. on a day, which I know now is probably few and far between for you, but on a day that you shut that laptop and take care of you, what is self care for you?
Yael Fraynd (49:40.868)
you
Exactly.
Yael Fraynd (49:54.54)
Okay.
Yael Fraynd (49:58.048)
I am like, I would love a massage. I'm like a huge like spa day person. Like I would love to just like go to a spa and have a massage and just sit in quiet. Although the funny thing is I say that, but I physically don't think I can do that. I've always like, it's funny. I always like joke that I'm like, I would love to be that person. I could just sit in a room and like read a book. Like I can't, like there's just no outs about me that can ever do that. But a spy could do like that. I could do maybe for like an hour and a half.
Logan Lewis (50:24.494)
Very good. like it. is there a piece of advice that you were given at some point in your life or a famous quote that you just besides the Wayne Gretzky that you try to live every day and just really be true to?
Yael Fraynd (50:36.323)
Yeah.
Yael Fraynd (50:42.596)
I don't necessarily think it's a quote. I think it's really just like live in the moment is something that I really try to do. My father unfortunately passed away last year and he was sick at the last three years of his life. And like one thing that I always like tried to emphasize to him and it's something that I've like taken on is that like you have to really just like live today because you never know what's gonna happen and just try to like enjoy today.
Logan Lewis (51:05.962)
Yeah, tomorrow is not guaranteed, which is crazy because like we had this discussion the other day because like we went to my uncle's birthday party over the weekend and it was at a bar and so you know my parents were there and it was a good time. But I Irish goodbye and didn't say bye to my mom like she was just deep in conversation. I didn't want to interrupt her.
Yael Fraynd (51:09.924)
It's not.
Yael Fraynd (51:25.092)
That's fun.
Logan Lewis (51:35.148)
And I knew I was going to see her again yesterday. So I was like, you know, I'll just see her again yesterday. I'll see her on Sunday. And like I walked away from that and I actually kind of felt bad like driving home. I was thinking like, man, what if what if something happened to mom tomorrow? And I didn't say bye. Like it really hit me hard randomly. I don't know. But.
Yael Fraynd (51:39.874)
Right. Okay.
Yael Fraynd (51:52.142)
Did you go back?
Yael Fraynd (51:56.228)
It's true though, like it's pretty impressive that you thought of it because I think that we just take the things for granted and I think that like, you know, people don't really like realize that and like think about the what if so I think that like it's more just the typical like whatever like I'll see them tomorrow speak to them tomorrow like you got to just like live today like just try to really you know, anything you have to say like don't wait tomorrow. That's another thing. It drives me crazy. It's like if you're gonna do it tomorrow, like just do it today. Like why I say this to my husband all the time like he's like, I'll just get to tomorrow. Like but why like if you're gonna be able to do it do it today.
Logan Lewis (52:16.088)
Yeah
Logan Lewis (52:26.082)
I love that you and I are very similar in that. like, am this hustle go, go person. My wife is a teacher, so she kind of takes each day on its own and has great patience for me. And so, you know, she'll say, I'll do it tomorrow. And I'm just like, just do it now. Just what are you waiting for?
Yael Fraynd (52:36.568)
Patience.
you
Yael Fraynd (52:45.188)
Well, I know I never understand it.
Logan Lewis (52:51.298)
But yeah, it just made me the whole mom thing. just, you my wife lost her mom before we got married. and, know, just every, every time I like, you know, complain about my mom or, or something like that, like I feel a level of like, well she doesn't have her mom anymore. And it just kind of happened. So it's like, man, I should really not Irish goodbye and actually say bye to my mom when I leave an event because something could happen to her or me. And
Yael Fraynd (53:00.324)
It's never easy.
Yael Fraynd (53:17.539)
Yeah.
Logan Lewis (53:20.194)
then I don't get that chance again, so.
Yael Fraynd (53:20.228)
100%. You never wanna regret, I always say that, never wanna regret anything, right? So you wanna wake up tomorrow and just be like, okay, there wasn't anything I could have done differently.
Logan Lewis (53:32.494)
Yep, I 100 % agree. then a couple more, my friend. What is your biggest fear?
Yael Fraynd (53:41.944)
Biggest fear? I don't know. Public speaking. I know, it's true. I'm so good one-on-one, like in like a dinner setting, but if I had to like, I had to, unfortunately that's funeral, but that was the first time I ever had to public speak. Like I cannot, like in a group of people, like have to do a speech. Like I, it's very hard for me, which is kind of crazy.
Logan Lewis (53:48.066)
Huh?
Logan Lewis (54:06.24)
Well, that's actually very, very relatable because that is also one of my biggest fears is public speaking. Same thing one-on-one, one-on-one. I am your guy, but you put me up on a stage in front of people. am terrified. But so I told myself that in 2026, I'm going to get over some of these fears. So I was approached by a nonprofit that's local here to my area. If I wanted to be the MC.
Yael Fraynd (54:13.889)
See? And you love it.
Yael Fraynd (54:18.669)
Yes.
Yael Fraynd (54:22.263)
No.
Logan Lewis (54:35.16)
for their charity event in February and there's like 600 people are gonna be there and I'm so scared.
Yael Fraynd (54:39.073)
Okay.
Yael Fraynd (54:44.324)
You're gonna do great. Honestly, I love that you go from zero to 60 though. You're like, yeah, an MC of like 600 people.
Logan Lewis (54:50.478)
Yeah. Well, the person who pitched it to me also kind of downplayed it. And the next person that's involved with the event I talked to that she was like, there's going to be like four or five, 600 people there. And I was like, huh? So I figured that I figured if, you know, I, yeah, and that's the thing. It's a nonprofit and I, you know, I don't want to back out on them. So it's like, man, I, well, I guess if I can do this event, then I can talk to any room. If I could talk to 600 people. So
Yael Fraynd (55:01.332)
but you've already committed too bad.
Yael Fraynd (55:08.548)
Yeah.
Yael Fraynd (55:17.668)
100%, you got this.
Logan Lewis (55:20.566)
Thank you. need, I need that. and then lastly, yeah. Yeah. What is your main motivator? What gets you out of bed every morning? What's your, pushes you? What is your morning drive?
Yael Fraynd (55:34.852)
I would say my family and Yaya. Yaya is a very big part of me. I feel like it really gives me my identity in a way without just being a mom or a wife. And so I would say my kids, of course, and Yaya.
Logan Lewis (55:51.436)
Is there anything that this wasn't one of the questions, but just out of curiosity, is there anything if you weren't doing PR that you would like, well, if I wasn't doing this, I'd absolutely be doing that.
Yael Fraynd (56:02.788)
So funny, I really secretly love criminal minds. I love, I think if I didn't do VR and it didn't involve so much math in college, I really wanted to be a behavior analysis. I love that. I love SVU, criminal minds. I love the minds of crazy people, I don't know why. So yeah, fun fact.
Logan Lewis (56:23.66)
Well, it taps into that love for the horror genre. So I'm not surprised because I myself also enjoy horror movies a lot. And sometimes I'm like, maybe I could have been in law enforcement and been like a detective or something because. my favorite movie or favorite horror movie.
Yael Fraynd (56:26.83)
Horror. Yes.
Yael Fraynd (56:35.3)
What's your favorite? What's your favorite movie?
Yael Fraynd (56:42.626)
Okay, favorite horror movie.
Logan Lewis (56:44.974)
Oh man, that's tough. So one of the ones that really stood out to me was The Conjuring when that came out in like 2013 or 2014. I was raised very Catholic. So when when that movie came out, my mom was like,
Yael Fraynd (56:46.724)
See, putting you on this one.
Yael Fraynd (56:57.644)
Okay.
Yael Fraynd (57:03.447)
Okay.
Logan Lewis (57:08.63)
You're not allowed to go. I was in high school at the time. You're not allowed to go see it. You're not going to bring the devil into our home. Like stuff like that. So I purposely snuck out to go see this movie with my friends. And when she found out, I only told her years later, I was like, yeah, by the way, when I told you I was going to see Spider-Man, I actually went and saw the contrary. I really love paranormal activity. The original one, I just think it's filmed. So cool with like, it was kind of the first of those like found footage, like
Yael Fraynd (57:16.866)
inside.
Yael Fraynd (57:24.58)
That's hilarious.
Logan Lewis (57:37.09)
filmed on a webcam kinda exactly. Yeah. yeah. So
Yael Fraynd (57:37.38)
Do you like sci-fi?
I like more like the serial killer, like real life can happen in a weird way.
Logan Lewis (57:45.4)
Did you watch on Netflix the Ed Gein? What did you think? Yeah.
Yael Fraynd (57:50.198)
Of course. That's like the Texas Chainsaw. That's like what it was inspired by. I thought it was like, creepy as hell, and it like was crazily done, but it was amazing.
Logan Lewis (58:00.876)
Yeah, my wife, my wife was like, why do they keep casting these good looking men as these serial killers? This is, she's like, weird. She's like, I'm weirdly attracted to Ed Gein, but I, but it's, know it's Charlie Hunnam under all that.
Yael Fraynd (58:06.574)
Well, look at Ted Bunsy. He was really good looking.
He was so, yeah, he was, I mean, I mean, he was nuts, but yeah. Yeah, it's funny.
Logan Lewis (58:18.954)
He did great. Yeah, absolutely. well, awesome. My friend now tell people, tell me, tell the world, tell the people listening how to find you, how to learn more about you. And if by chance someone's listening, that's one of these jewelry companies that is looking to expand their reach. tell them how to contact you.
Yael Fraynd (58:36.345)
Yeah.
Yael Fraynd (58:41.636)
The best way to contact me is on my Instagram, Yaya Publicity. It's also just where I showcase everything. So it's a good way for people to like always just know what we're doing and what placements we've received and just any news that we have going on. And they're on my message. I always look at all my messages and stuff and I see a lot of potential clients that reach out and whatnot. So I appreciate it. And I hope to see some of the listeners on our page.
Logan Lewis (59:03.596)
Yes, absolutely guys. I will make sure that I link Instagram in the description of the episodes that if you're interested in following along for her journey, you can just jump on over and follow along. Yaya, thank you so much for taking time out of your Monday. I know now how busy you are and the great work that you're doing. So the fact that you gave me an hour of your time today is really awesome.
Yael Fraynd (59:19.832)
Logan, thank you.
Yael Fraynd (59:26.113)
you
Yael Fraynd (59:30.518)
No, this was so great. It was so nice speaking with you and thank you. Thanks.
Logan Lewis (59:34.058)
Awesome guys. Again, her information is in the description. Follow her please. Thank come on dad trying to call me right when I'm wrapping this thing up. guys, make sure you follow me on social media as well. Logan a Lewis. You can follow of course your morning drive on all of the platforms and the marketing company hammerhead creations as well. If you're interested in any of those things, follow along. Would love to have you.
Yael Fraynd (59:43.234)
Hahaha!
Logan Lewis (01:00:02.84)
Thank you again to everybody and have a good rest of your day.
Yael Fraynd (01:00:07.267)
Bye.