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Q&A with Keya Matthews

30 June 2014

WORDS BY Fashion Quarterly New Zealand

keya-matthews

Lonely Hearts’ PR & Sales Manager chats to Cleo about jetting off to New York and Paris for her job. Jealous? Us?

What does your job entail?

I am the PR and Sales Manager at Lonely Hearts and Lonely Lingerie. I look after all of our local and international wholesale accounts, co-ordinate NZ press, run our social media, as well as looking after other general communciations for the brands.

What is your career background?

I moved to Auckland to study a Bachelor of Communications (PR and Journalism) at AUT, and during my first week in the city I walked into a job at the old Lonely Hearts flagship store, Myhart.

Working in our retail store gave me a great understanding of our customer, and when I graduated the directors asked me to move into the head office. I’ve been with the company in one form or another for the past seven years. It’s safe to say I’m well and truly part of the Lonely Hearts family.

We hear Lonely is opening a flagship store in Ponsonby in September. What can you tell us about it?

We’re so excited about the opening of the Lonely flagship – mostly as it gives us the opportunity do something really special for our local customers. We’ve been completely inspired by the incredible international stores we’ve visited on overseas sales trips, both by their interiors and by the amazing service they provide. The Lonely store will provide a shopping experience unique in New Zealand, we can’t wait to share it with everyone.

What’s the best thing about your job?

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I know everyone says this but honestly it’s our team that makes me love my job so much. Our owner is a really inspiring businesswoman but totally humble, and one of my dearest friends in the world is our design assistant. We have so much fun that I have never ever woken up and though ‘I can’t be bothered going to work today’.

The travel I get to do is a close second. Every six months I sell our new ranges in New York, LA, London & Sydney which is a pretty great perk. I’m currently planning LA sales appointments for next month, most of which will take place on the rooftop of an amazing downtown hotel!

keya-cat

What would we find if we had a peek through your handbag?

MAC Studio Fix powder, Diptyque Eau Rose perfume, and my iPhone 5 – usually open to Instagram.

What trends are you loving this season?

Even though it’s freezing outside I’m getting giddy about the new Lonely Hearts Summer range which drops in August. I have literally ordered the new Midwich Jumpsuit in every colour way, ditto with the the beautiful, refined Silk Knit tees and dresses.

Who’s your style icon?

Bill Murray.

What advice would you give someone who’s keen to work in fashion?

Do as much work experience as you can, and treat any experience you do as a job interview. Remember attitude is everything!

What are your workplace clothing staples?

A Lonely cut out bra under a basic tee, a pair of Lonely Hearts Easy Pants and my ACNE leather jacket.

We’ve heard Lonely Lingerie has the second fastest growing Instagram page in the world. How did you make this happen and what tips would you give someone hoping to grow their social media fanbase?

We ran a Valentines Day themed promotion in February which resulted in us more than doubling our followers, and now we have the largest business Instagram page in New Zealand.

Check out the Lonely Hearts and Lonely Lingerie Instagram pages.

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