Q&A with Jenny Zheng on Running a Global PR Agency

Jenny Zheng went from Shanghai to SoHo and built her NYC-based PR agency, Velvet.Co, to help international brands make connections globally. Her unique, cross-cultural lens brings a fresh perspective on marketing, storytelling, and brand-building in today’s globalized world.

Growing up in Shanghai and later building my career in New York gave me a unique lens: I saw so many incredible brands with compelling stories that just weren’t reaching the right audiences cross-culturally.

Over the years, Velvet.Co has been the creative vision behind some of today’s most talked-about collaborations — including the Sandy Liang x HeyTea partnership, which blended New York downtown fashion with modern tea culture in a way that resonated across audiences. Her influence has not gone unnoticed: in 2023, Forbes named Jenny one of the “100 Most Influential Chinese,” recognizing her impact as a global connector and creative force.

Now, as Velvet.Co celebrates eight years of success and prepares for a bold rebrand, we sat down with Jenny to talk about courage, her non-negotiables, and the future of PR.

Learn More About Jenny Zheng’s Story

1. What inspired you to start Velvet.Co?

I launched Velvet.Co out of a genuine passion for helping international brands thrive across both the U.S. and Asia.

Growing up in Shanghai and later building my career in New York gave me a unique lens: I saw so many incredible brands with compelling stories that just weren’t reaching the right audiences cross-culturally.

Velvet became my way of bridging that divide. To me, PR is more than product promotion—it’s about sharing authentic stories, championing creative talent, and fostering a global community built on creativity, connection, and cultural understanding.

2. What is the bravest thing you’ve done while on your journey?

I think there have been many moments of taking risks and breaking norms throughout my journey of running this agency.

It’s hard to pinpoint one single “bravest” thing I’ve done, because every step felt huge at the time — from opening my first business bank account, signing the lease for our SoHo office, launching an AANHPI pop-up to support our community, opening our first showroom in Paris, and now relaunching and rebranding Velvet, to soon kicking off our first-ever Shanghai Fashion Week event this October.

3. What is a non-negotiable in your routine that keeps you focused?

I keep a neat calendar and adjust it daily to prioritize my tasks and goals. I also stick to my weekly workout routine — including sauna, cold plunges, and surfskating — to stay balanced and focused.

4. What has been your biggest challenge as a cross-cultural storyteller?

One of the biggest challenges has been balancing authenticity with adaptability. Every culture has its own nuances—what resonates in New York might not land the same way in Shanghai.

As a cross-cultural storyteller, you’re constantly navigating different expectations, tones, and even definitions of success. The key is to honor each brand’s core identity while translating it in a way that feels natural and meaningful across markets.

It’s a delicate dance, but it’s also what makes the work so rewarding.

5. What do you think is the future of PR and brand partnerships?

I believe the future of PR and brand partnerships lies in purpose-driven communication, collaborations led by authentic storytelling, and strategies empowered by AI.

6. What has been your favorite campaign to work on and why?

Definitely the Sandy Liang x HeyTea collab. It was such a fun mix of fashion and tea — very New York, but with roots in Asian culture. We turned a limited-edition drink into a pop-up truck tour, and watching people line up, post, and really connect with both brands was so rewarding.

It felt less like a campaign and more like a cultural moment.

7. What’s the next project or goal you’re excited about?

We’re launching our new Velvet Club events across Shanghai, New York, and Paris this upcoming Fashion Week, inviting some of our closest influencers, editors, and VIP guests to celebrate our eight-year anniversary and rebrand.