the one where you bet on yourself.
including a Q&A with Ariana Squillacciotti, co-founder of Bond
hi friends,
it’s always tricky to send this newsletter when there’s something harrowing going on in the world, and today is no exception. the fires raging across Los Angeles are heartwrenching—to watch such a vast swath of land whittled to dust is inconceivable. seeing homes, businesses, and entire communities being taken by these unrelenting blazes feels nothing short of dystopian.
and while I never thought I’d be quoting John Mayer in the sunday series, it’s his most recent share that continues to swirl in my head. in case you haven’t seen it, I’m including it below…
@johnmayer: This is the most valuable thing I own. It’s a folder of photos of my father, spanning his life from being a baby, an educator, a husband and a father. It’s the only evidence of his life that will exist over time. These are the “documents” you read about people taking from their homes. When you hear someone say they’ve lost everything in a fire, this is much of that everything, if not all of it. Those who say they’ll be okay still have their folders and their albums. Those who are inconsolable have lost them. Just behind the immeasurable loss of life is the loss of the proof of life. I don’t practice prayer but tonight I will say one for everyone who no longer has these items. It’s not about the art and the collectibles. It’s the photos, the letters, the class rings, the eyeglasses and the things we keep to remind us that those we loved were here. May those who have lost so much find some semblance of hope and support from their family and friends. Stay safe, look out for yourself and for one another, and trust that humanity and all it entails, though sometimes hard to see, is alive and well. This is truly devastating.
I think about the books on my bookshelf, the journals I’ve kept since college, the framed photos from my childhood (sorry mom, but you know I stole some originals without leaving copies back at your house), the handwritten cards I’ve saved from my nana…the things that are irreplaceable to me. you have your own versions of those things. my heart breaks for the people who can’t get their versions of those things back after this week.
in closing, there’s simply nothing I could say that would feel adequate in the face of such destruction, but I am filled with hope at the way I’ve seen people show up for those suffering right now. if you’d like to support those impacted, this Los Angeles Times resource includes a number of ways to donate.
appendix of goodness in today’s edition
rundown on my TODAY Show segment that ran from this week
thoughts on Hoda going out on top and why I’m rewatching The Morning Show
Q&A: meet Ariana Squillacciotti, co-founder of Bond
paid subscribers exclusive: content I’ve consumed and loved this week. I’m sharing recommendations for books, movies, articles, and podcasts…think of these snippets as intel to make you not only entrenched in the cultural zeitgeist but a more well-rounded conversationalist :)
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the TODAY Show of it all
on Tuesday, the segment of the TODAY show I filmed for back in December about how I got my job via a DM slide aired. you can see the full clip here! what fun it was to hear from friends and colleagues all over the country who tuned in. the overall message was to ‘shoot your shot,’ so, for what it’s worth, that’s what I’m thinking about going into this year.
Hoda going out on top
if you’re like me, your Friday morning was spent shuffling between Zoom meetings and trying to catch as much of Hoda’s last hour on TODAY as you could. I’ve always been a fan of the show and the news that she’d leave her role this fall came as a surprise to me and all my fellow fans all across America! but there was something about Hoda choosing to go out while she was seemingly at the height of her career that I really admire.
I think there’s so much to glean from this example of not being defined by the work you do—but instead cultivating a life that’s so rich that you’d choose to prioritize it over what is presumably one of the most coveted entertainment gigs in the world. bowing out at 60 to take care of your family and focus on your inner life versus external validation is really beautiful. when asked why she was leaving, Hoda said…
“I knew that I wanted this decade to be different. I looked at my time like a pie. I was like, this is how much time I get, and now what am I going to do with it and how am I going to carve it up? And I wanted it to be filled with more of them.” – Hoda Kotb
so, between thinking about my time getting a glimpse into the TODAY Show world during my interview process and Hoda’s departure, I got a hankering to start rewatching The Morning Show (Apple TV+) from the beginning! it is one of my favorite shows from recent years, with the first season having aired back in 2019. for obvious reasons, the second season did NOT air in 2020. instead, when they aired the second season in September 2021, the premiere included footage of New York at the height of the pandemic when not a soul was on the streets. those scenes still send goosebumps up my spine, particularly the bits that run through my neighborhood.
can you believe this spring will mark FIVE YEARS since the start of the pandemic? it’s baffling. and as humbling as it is to conceive that five whole years have passed since all of our lives changed so dramatically, it’s a reminder that time is going to pass us by whether we keep doing the exact same things or if we take a bet on ourselves and try to reimagine what the future could look like if we did that thing we’re scared of. I sure don’t want to be sitting here in five more years, wishing I’d taken more risks. and I don’t want that for you either! so I’m hopeful that today’s sunday series guest will be just one more example (did you read last week’s interview about our guest who transitioned from being a lawyer to a podcast host and published author?) of the magic that’s possible when we bet on ourselves. xKD
Meet Ariana Squillacciotti
Kayla Douglas: Ariana, tell us about your journey that led you to land in the world of PR.
Ariana Squillacciotti: Honestly, I kind of stumbled into PR! I was always drawn to the industry but never really knew what PR was - even while studying it (!). Does anyone actually really know?! My mum certainly doesn’t. What I did know was that I loved storytelling, I was drawn to the energy of media, and I wanted to work in an industry that was social and mixed creativity with strategy. People told me that PR was the way to go. So, I followed that path. At the time, I thought it was mainly just events, but as you quickly learn, events are just the amuse-bouche to a much larger, more nuanced world of strategic communications and brand storytelling. Once I got a taste of the full PR scope, I was hooked.
KD: What did your decision to move to New York look like, and ultimately, how was that a catalyst for your PR career?
AS: Obviously the best decision I ever made!
After graduating, I made the slightly insane decision to move to New York - as I’d never even visited the U.S. before and heard from everyone that landing a job would be impossible. Alas, I moved anyway. I didn’t have a perfectly mapped-out plan…I just knew that if I wanted to get into the world of PR and media, New York was the place to do it. Actually, all I really wanted was to get a few days’ work experience at a PR firm, work in a restaurant to make my way and meet some fun people, then move back home and have something exciting on my resume! Turns out, I found my dream job in the process.
I showed up with zero PR experience but a ton of determination to get experience. About 6 weeks in, I ended up with an internship at J/PR and then never looked back. Nearly 11 years later, here we are. I spent 10 years at J/PR and then just launched my own PR brand - Bond.
America is the most competitive media market in the world, and New York is at the center of it. It’s where conversations start, trends are born, and where the major publications like to play! The New York Times, Wall Street Journal, Vogue, AirMail… they’re all your neighbors. PR is all about relationships, and being able to meet journalists face-to-face is the key to success.
There’s something about the electric energy of the city that drives you to think bigger and push harder. It’s an environment where everyone is striving for something, and that buzz forces you to level up or at least learn at a rapid pace—which is what I did. New York is the ultimate catalyst for anyone ambitious enough to keep up.
KD: For someone still trying to find their professional footing, what advice do you have for getting their foot in the door?
AS: Reach out to people the old-fashioned way. It’s a tale as old as time, but it works! I think people are just afraid to be themselves fully and look for the safe route. My sister told me as we were starting Bond, “If everything was easy, everyone would do it!” It’s something that’s stayed with me through this process.
If someone tells you to just apply for a job online, don’t stop there. Reach out directly to people at that company and let them know you applied. Take them to coffee, learn what they love about their work, and build genuine connections. The PR industry runs on relationships—not just with media, but within the industry itself.
KD: What drew you to focus on hospitality PR?
AS: Honestly, I didn’t set out knowing I wanted to focus on hospitality PR. It sort of found me. But I’ve always loved hotels and the hospitality industry. I come from a hospitality family. Beyond anything, hospitality is a people industry, and I just love the amazing people you meet along the way.
True hospitality is about creating experiences that turn into memories. And getting to tell those stories? That’s the fun part. There’s something incredibly rewarding about shaping the narrative for a hotel or travel brand. You’re not just promoting a place—you’re highlighting moments of connection, joy, and discovery. For someone who loves storytelling and discovering new things as much as I do, it’s a dream industry to be in.
KD: In 2024, you started your own agency, Bond Global. What's the ethos of what you're doing at Bond and why did now feel like the right time to make the leap?
AS: My sister and I started Bond as we believe in the power of relationships. Creating and strengthening bonds for brands. For brands we love and people who inspire us. Francesca and I have our own bond as well! I couldn’t do what I do without her—we’re very fortunate to be sisters who are incredibly passionate about the same industry. Plus, we actually worked together at our previous agency for 6 years, so we know we work well together!
We always knew we wanted to do something together in life because we have such a great friendship but we never knew when that time would be. And honestly, timing is everything. I think you have to just trust your gut. My gut took me to New York, and it’s led me to where I am today. Three years ago, even a year ago, it didn’t feel right to ‘take the leap’. I’ve always loved what I do and felt so lucky to spend 10 years at my previous agency. But after a decade in one place, it’s easy to start craving new inspiration and new challenges. Francesca and I both started feeling that pull at the same time. We could’ve waited five more years, but sometimes life happens, and you need to follow what feels right to you at that time.
We also saw a shift where brands were craving the personal touch that smaller agencies can provide, where you have direct access to leadership from every angle. We want to offer that kind of relationship-driven, hands-on approach to clients. And to do things a little differently in PR!
KD: You get to work with your sister—many in the entrepreneurial space dream of working with a sibling, partner, or dear friend. What's your advice for working well with someone you love?
AS: Working with a sibling is honestly the best possible outcome—you can be your true, authentic self at all times. There’s a built-in trust system, and I never question Francesca’s intentions, which is something I know a lot of founders struggle with when they go into business with a partner. That kind of trust is huge. I can’t imagine the stress of questioning your business partner or not being able to express yourself fully. With Francesca and me, we certainly don’t tread lightly!!! We’re brutally honest with each other, and it just works. It also keeps things moving at a rapid speed as you can get your point across the way you want upfront.
Plus, she’s my best friend! It makes things equally fun, and I wouldn’t have it any other way. If you have a sibling who shares your values and, even better, shares your passion for the same career, you’ve got something really special. I’d absolutely recommend going into business together if you have that connection—it’s truly a dream scenario.
KD: Shifting to what you're reading! Tell us about something you read and adored recently.
AS: I got hooked on the Empyrean Series this past summer/fall…. IYKYK.
KD: What book is on your TBR pile that you're most excited to pick up?
AS: Not a book, but I’m ready to watch Bryan Johnson’s “Don’t Die” Netflix documentary. Deep diving into longevity is fascinating for me. Seeing how we can live our best possible lives today, tomorrow…I’m on my own personal longevity journey. But for a read? Next on my list is Lucy Foley’s “The Paris Apartment” — a little suspense thriller set in a fab Parisian apartment.
KD: The Sunday Series was conceptualized as a love letter to my favorite day of the week. If we were with you in New York on Sunday, where would you take us to spend the afternoon?
AS: It would start and end at Café Lyria on Crosby Street because it’s my go-to. If we’ve caught up over the past two years, it’s likely been at Lyria! I no longer drink coffee (I haven’t for nearly 3 years), but they stock a raw cacao powder for me so I can have the perfect unsweetened hot chocolate! It’s one of those places where you just lose track of time. On Sundays, you will find some fun Greeks playing Backgammon mixed in with a few people dialed into a Sunday Zoom conference, at least two people sharing a table but reading different books, someone who has brought in their whole family visiting from out of town. Oh, and definitely some well-behaved Noho pups. It’s a complete, chaotic slice of just about everything you need for a Sunday afternoon!
the curated newsroom: content I’ve consumed that you may want to, too
[ reading ] The Champagne Letters ahead of ’s January meeting this week, I’m finally diving into our latest pick. excited to share more about it in our February 1st newsletter—would love to have you join our monthly sends below if you’re not already on the list! we’ll also be sharing a fun update on our first-ever in-person event, accessible only to subscribers.
[ reading ] everything (former sunday series guest!) read in 2024, ranked has me excited because I trust her taste implicitly
[ reading ] all I needed to read was, “The r/NYCinfluencersnark community is a living breathing example of women hating women who go for what they want…” from ’s latest essay on to knew I was going to gobble it up
[ listening to ] huge shoutout to (if you love the sunday series, I think you’d also be enamoured by her newsletter, !) for recommending the below podcast with Jia Tolentino—I’ve read her book Trick Mirror: Reflections on Self Delusion and always feel about 1% smarter after hearing her perspective on the world
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