Meet the PR Coordinator Who’s Blinging Out the Stars

When Haley Poag landed a fashion assistant role at Condé Nast in 2022, she didn’t expect her future to be in jewelry. Now 25, she’s the VIP and influencer relations coordinator at Mega Mega Projects, a New York-based PR agency behind some of the industry’s highest-profile placements.

“Jewelry has been my primary form of self-expression since childhood,” she says. “Sometimes, being the loudest person in the room has less to do with my voice and everything to do with the jewelry I’m wearing.”

That passion has only deepened since she joined Mega Mega Projects, where she works closely with both fashion and fine-jewelry brands. She manages celebrity placements, builds relationships with stylists and talent reps, and helps guide designers through moments like award season and the Met Gala.

“One of the most exciting parts of working in this industry is that no two days are ever the same,” she comments. “So much of my day-to-day life is shaped by the fast pace of pop culture and the ever-evolving fashion landscape.”

Instagram plays a crucial role in tracking placements, monitoring trends, and keeping in touch with her network.

“A large part of my role is spent strategizing how to elevate our brands within the VIP space by identifying the right talent to represent each designer and building strong relationships with stylists,” Poag says. “A successful placement is when talent genuinely represents the brand, the piece is visible enough to be noticed, and the moment is press-worthy. At the end of the day, successful placements always lead to more press — and that’s the goal.”

Among her career highlights is actor Jenna Ortega wearing a choker by Grown Brilliance — a lab-grown diamond jeweler and Mega Mega Projects client — at this year’s Met Gala. “It was an iconic, on-theme look brought to life by her incredible team, and having that kind of organic support at such a high-profile event was something I felt deeply proud of,” Poag relates.

Other recent wins include placements on rapper Doechii at the BET Awards and on A-list artists like Taylor Swift, Beyoncé and Selena Gomez.

Poag has noted a growing appetite among stylists for jewelry with personality — natural textures, color, stackability, and versatile details like necklaces that drape down the back. But it’s the relationships she’s built that truly drive her work.

“I’ve found so much joy in making the PR and showroom experience feel less transactional and more personal,” she says. “These are real friendships.”

This interview is part of Rapaport Magazine’s Under 30s series, profiling rising young stars of the jewelry industry. To nominate someone you know, email the editor at rachael.taylor@rapaport.com.

Main image: Haley Poag. (Haley Poag)