A day in the life
We love sharing the everyday lives of inspring women in business and taking you through their career journey. For this week’s series, we caught up with Josefine Rudenstam, Head of Public Relations at both luxury marketplace Seezona and sustainable fashion brand Aéryne.
Who are you?
I’m a small town girl living in Stockholm. I’m in my primetime years (30 is the new 20, right?), living a hectic but lovely life filled with fashion, family and food.
What were you up to before your current role?
I have worked within fashion and lifestyle PR for the last 11 years of my life; I also have a bachelor’s degree in media and marketing. I’ve also worked on the editorial side of fashion. The first years were tough; it’s a competitive industry. I studied and worked full-time for some years, and at the same time tried to keep up with my social life and get to know the right people in the industry. Even though education is always good to have, in the world of PR, your work experiences and who you know is the key.
Tell us about your role and responsibilities as Head of Public Relations at Seezona and Aéryne…
Aéryne and Seezona are two small businesses (15-16 employees combined), so my role is wide-ranging. I have a lot on my plate: marketing activities, creative campaigns, social media, content, B2B collaborations, influencer collaborations, hosting events, contacting press and stylists. [I’m responsible for] the strategy execution and analytical side for both brands. I work seven days a week and most evenings, but I love what I do, and I love Mondays. And we are a great team, always helping out and being there for each other; I work closely with our CEO and my colleagues.
Pictured: At her 6am BECORE session
Tell us about your most memorable experience while working at Seezona and Aéryne…
Wow, there are so many. Even though we have a lot of events and fun gatherings, I must say the best times are when us colleagues are all at the showroom (which isn’t happening often during Covid). Just catching up after a weekend; the upside of a small team is that you become really close to each other.
Who’s been the most inspiring person you’ve met while working in your role?
My role is very social, so I get to meet and know amazing women and entrepreneurs almost every day. Every single one has a different story to share and has something unique they are passionate about. I’m just so happy to be able to take part in everyone’s journeys and get the chance to learn something new every day.
Who’s given you the most influential piece of advice in your career?
It was from a woman who I worked with at the beginning of my career 10 years ago: designer and entrepreneur, Katarina Nyman. She said: ‘Be nice and show love; you get what you give. And be patient; if you put in hard work, your time will come.’ She has taught me so much; I owe so much to her. We are still the best of friends and I love her.
“My work is a lifestyle, so I always have it with me. But when I’m not working, I love working out with my friends and spending the afternoon chatting over a granola bowl”
Run me through a day in your shoes…
6am: The alarm goes off and I start my day in bed with my phone, going through emails and messages to see if there’s anything I need to attend to first thing. Often, influencers and stylists are reaching out at the last minute and need help quickly. I always need to make sure that I can be reached.
7am: BECORE! I love to start my day with a workout – [such as] SoulCycle, Barre and Megaformer pilates. It fills me with so much energy and joy that carries me through the day. Today, I also made my lovely assistant Alva join my morning workout.
8.15am: Showered and on my sofa with my coffee and my laptop, starting my workday. I often start the day listening to an interview podcast or a marketing podcast in the background while working.
10.30am: Getting ready to leave my apartment and continue the rest of the day at the office together with our CEO Anna and my assistant.
11am: On my way to the office, I pop in for a 10-minute facial – summer is here soon; time to prep the skin.
11.20am: At the office; more coffee and a two-minute cuddle with one of our office dogs before taking on the day’s to-dos.
Pictured: At the office
12.30pm: Lunchtime. If I don’t have one, I often eat granola in front of the computer. I try to have lunch dates every week, with friends, but they’re mostly work-related.
1.45pm: Back at the office with meetings and what we call Swedish fika. At Seezona and Aéryne, we are the best at treating ourselves with cinnamon buns and cakes; we have a CEO with a real sweet tooth (lucky me!).
5.30pm: Heading home, stopping on the way to pick up groceries for dinner.
6pm: Cooking for me and my boyfriend. Our go-to is steak, homemade fries and a salad.
7pm: Leaving the kitchen a mess for my boyfriend to clean up, while I take place on the sofa in front of some of our favourite series with the laptop in front of me and a bowl of popcorn by my side (I’m obsessed with popcorn). Trying to catch up on some emails that I didn’t have time to answer during the day.
10.30pm: Lights out!
Pictured: At a lunch meeting
What can’t you go a day without doing?
Talking to my boyfriend and mum; they’re my best friends and my biggest supporters.
How’s your work commute?
Pre-pandemic, I spent every day at the office. Now I’m there once or twice a week. I always walk to the office; it’s a lovely 20-minute walk through beautiful Stockholm. The walks give me a chance to reflect, listen to a podcast and call a colleague or friend. The only time I left Sweden during 2020 was for Copenhagen Fashion Week.
What’s your signature work style?
I would describe my style as playful; fashion should be fun! I mix a lot of old with new trends. I love statement pieces and always wear a lot of jewellery.
What was the last work conversation you had?
It’s 6.30am right now and my colleagues are not up yet (I’m the early bird of the office) The last conversation was yesterday at 10.10pm with my boss regarding a problem with a press email.
Pictured: Enjoying a Swedish fika
What are you up to when not at work?
My work is a lifestyle, so I always have it with me (during weekends and vacations). But when I’m not working, I love working out with my friends and spending the afternoon chatting over a granola bowl. Me and my boyfriend often have friends over for food, wine and music – I love hosting! We love to travel as much as we can (my boyfriend plays hockey, so we’re pretty limited). We love eating out; Stockholm has a lot of nice places. I try to spend time with friends and family, but I also prioritise alone time. My work and everyday life is very social and requires a lot of energy from me, so I need to reboot.
What are your goals for the future?
To keep on working on something that I love and that brings me joy – just as I do today. And my personal goal is to keep on being healthy, strong and happy, surrounded with people that I love and that give me energy.