TechStyle's Kira Cohen Balances Public Relations and Motherhood
byRachel WarrickApr 27, 2017
Kira Cohen, public relations director and mom of one, has learned how to balance her high-powered job in the fashion industry with taking care of her 3-year-old son. Heading up publicity for JustFab and ShoeDazzle under the TechStyle Fashion Group for nearly two years means she spends her days in
the office overseeing two flourishing brands and her nights and weekends with
her family—all while maintaining an envious yet relatable social
media presence. However, this impressive work-life balance has not always been
After working as a branding agent for six years, she decided
that she needed a lifestyle change so she could spend more time with her son. “I
loved doing that, but it didn’t allow me much balance in my life,” Cohen says. When
a position opened up under TechStyle, she jumped on the opportunity. “The woman
interviewing me (now my boss), let me know she was a parent as well and that
the company actively supports its employees in being just that. When the stress
and anxiety over being a parent was removed, my entire professional ability
This shift in mentality and work environment is obvious in
Cohen’s accomplishments since taking on her new role. In just 18 months, Cohen
has overseen successful rebrands of JustFab and ShoeDazzle, as well as multiple
talent deals and strategic partnerships—the most recent of which was one of
the company’s most successful and innovative partnerships to date: a
collaboration with the hilarious social media account @Betches promoting body
Cohen tells us how she leads by example as a boss and a
As a mother
as well as the director of PR for JustFab and ShoeDazzle, how do you make
it all work?
One day at a
time. It sounds cliché, but it’s important to not think too far ahead to
the point where the balance seems unattainable because that is
attainable. I am lucky to work somewhere that truly respects its
employees and their families and allows them the opportunity to parent in
When did you
first feel successful?
Probably as far
back as my very first job. I am from a very small town, so when I responded
to an ad on Craigslist for a PR internship in Los Angeles and received an offer, I
packed everything I owned in garbage bags and drove to LA to take the job.
I ended up getting offered a role as an assistant the same week and was doing a
press tour with a big celebrity a week later. It almost didn’t feel
real. Getting my first paycheck and all of the work I did within that
first year was my first “Wow, I’m really doing this” moment.
advice for moms who are looking to make an impact and take on a leadership role
in their workplace?
key. Know your worth and believe in your ideas as well as your
contribution to the company. The moment I shifted away from thinking, “I’m
lucky to have this company,” and started thinking, “This company is lucky to have
me, and I am lucky to have them,” my career changed. In PR, you know
and promote your brand’s worth. Doing the same for yourself will help you
to move up in your career as well as give you pride in your personal life and
your role as a mother.
been anything about working in PR for TechStyle that surprised
you or inspired you in a way you didn't expect?
here has both surprised and inspired me. Before working here, I felt like
it was really hard to be a mom because I was always spread too thin. Facing
challenges as a parent is always hard, and when you add the pressure of feeling
like you are putting your career in jeopardy it causes a lot of anxiety. My son
had a pretty intense scare last year and was hospitalized for a week. My
company (mid-launch of its new name as TechStyle) stopped what they were doing
to not only pick up all of my work so I could focus on him but also sent dinner to the hospital room and checked in with me daily. I remember
crying tears of joy because I knew then that I was supported and would be able
to focus 100 percent on him.
My work became much better
because I was suddenly empowered by my life. I can honestly say I enjoy going
to work every day and I am able to do work I am proud of.
you say you embody TechStyle’s cornerstone to “be entrepreneurial and
accountable” both in the workplace and at home as a mother?
In both areas of
my life, I think outside of the box and can (usually) make things work well and
come out on top even in the craziest situations. I think accountability
comes with self-acceptance. Once I stopped trying to fit every circle
into a square, I was able to stand behind my actions and decisions. What keeps my world turning is finding new
ways to make things work and holding myself responsible and accountable for any
and all actions.
Once I stopped trying to fit every circle
into a square, I was able to stand behind my actions and decisions.
you want to partner with the social media account @betches? How did this
partnership come about?
I had gotten
the chance to work on a partnership between a fashion blog and Target before
coming over here. I always thought that a really cool next level of that would
be a partnership between an Instagram account and an e-tail fashion brand (like JustFab and ShoeDazzle, for example). One of my coworkers
was always telling our team how much she loved going online and tagging her friends
in funny memes, and one of her favorite account is @betches. I loved their voice and thought they would be a really great fit for a partnership, so teamed up with them for our #FabforAll campaign to promote JustFab's expansion into extended sizing. The trend for decades has been putting a face
to fashion, so why not put a voice to it?
successful female entrepreneur and businesswoman, what are some ways that you teach
your son about "girl power"?
I always make
sure my son knows I am going to work, and he has come into our offices a few
times as well. He is proud to tell people I am at work, which is awesome to
see. I took him with me to the Women’s March recently, and people there
told me how great it was that I brought my son. I think it’s important to
show our children the obstacles people face so they aren’t raised thinking they
don’t exist. Hearing him chant “Go girls!” when we were there was one of
my proudest moments as a mom.
sacrifices have you made as a mom and successful business woman to keep
everything in balance?
Kidding (kind of). Probably some of my friendships. I don’t think I
have sacrificed any to the point that they completely ended, but the amount of
interaction has shifted. When I’m not at work I really do want to be with
my son, and when he’s asleep I want to be asleep too. That being said, I
have also compromised some of my sleep/relaxation time to make sure I can still
be a friend at times, and that’s something I am happy to do.
Are there any new initiatives or products on
the horizon for TechStyle?
We have a lot of
really great stuff coming up. Later this year, we are launching our full rollout
of PS by JustFab, which is our personal styling service. The service was previously
only available to VIP’s but will soon be available to everyone. There are
a few partnerships on the horizon that we haven’t announced yet, but will
definitely be ones our girls will love—you will have to stay tuned!