Sarah Cichy founded Piccolo PR, a Sydney-based public relations agency specializing in children's brands and products, after being approached to help launch an international homewares company in Australia. Piccolo PR represents both baby/kids products and homewares designers. The agency has grown and now also helps international clients locate overseas opportunities. Sarah enjoys introducing new brands to markets and building brands from the ground up through creative communication strategies.

1. 198 | LittleONE Magazine Issue 14
The launch of Piccolo PR was rather
serendipitous actually. For years,
people were telling me to start something
of my own, however the timing just
wasn’t right. I was then approached by
an international homewares company to
launch their brand into the Australian
marketplace and took a leap of faith.
Over the years I’ve seen brands being
represented by ‘Lifestyle PR agencies’ that
have minimal brand comradery – managing
accounts from gummybears to gyms (and
everything in-between). I wanted to create
a PR powerhouse that captures the essence
of Kids and Design.
The agency represents baby and kid’s
products and is the first stop for those who
want to break out of the corporate world
and launch their product into the Australian
marketplace.We have strong relationships
with mummy bloggers, parenting
publications, local and international
celebrity’s to help mumpreuneurs reach
their full PR potential.
HOME also forms the cornerstone of
our work.We love all things design. Over
the years we’ve worked with local and
international talent, some of these include
Australia’s design royalty: Darren Palmer,
Megan Morton, Greenhouse Interiors,
Marsha Golemac, Jason Grant, Greg
Natale and most recently Colin & Justin.
We also represent a raft of celebrities from
The Block.
Piccolo PR has grown considerably.
It now has a small international sector
which locates overseas opportunities
and tracks European children’s design
and homewares trends.As a result we
now work with some brilliant online
stores abroad, most recently,Alibaba.
What do you love about your job?
I’ve always loved stories. People’s stories.
Piccolo PR is about being creative and
having the confidence to ‘colour outside
of the lines.’ I enjoy the challenge of
introducing a brand to a new market and
building or re-building a brand from the
ground up. Communication is a powerful
tool and, when eclipsed with a strong
strategy, can have an electric outcome.
Journalists trust I’m going to represent
clients I thoroughly believe in and support
and, after 13 years I still get excited about
seeing my client or their product published.
Clients will often receive a text at 7am on
a Saturday morning with a pickie of their
product in Kidspot, Shopsmart or Real Living
and a text message ‘we did it!’ I can’t wait
till Monday to tell them.
PR is an area that so many businesses
fall short on - tell me why you think
this is?
There are many components of PR that
come together to help get visibility for
your brand and your product. In a market
of brands competing for share of voice,
personal branding is more often than not
a company’s biggest asset. It defines the
brand, is the thing that makes you stand out
from the crowd and gives you a jump-start.
A competitive edge.
In a nutshell, publicists are content
curators who can look at your product
from multiple angles and create compelling,
newsworthy, honest stories that will attract
media attention- and stay in the spotlight.
Can you give businesses three top
tips when it comes to gaining PR for
their business/products?
Projection – The marketplace is diluted
and fierce and short terms wins need to be
supported by a long-term, resilient strategy.
Little Black Book – Stay on target.
Identify the journalists, bloggers, celebrities,
stylists and ‘cool kids’ you want to align
to and keep up to date with beat(s) and
topic(s) they cover.
Get Social – Brands wanting to exploit the
digital boom use the power of social media
to attract customers and drive sales. PR has
never been more about “who you know”,
and a single contextual tweet can reach
thousands within minutes. Engage with
your immediate audience.
Contact Sarah:
sarah@piccolopr.com.au, @piccolo_pr
P I C C O L O PR.
Sarah Cichy knows a thing or two about children’s brands - she is the Founder and Director
of Sydney-based Public Relations agency, Piccolo PR. Sarah talks with LittleONE on how she
serendipitously found herself in the world of homewares and design and all things kids!
Photography by Jacqui Turk
BUSINESS...spotlight

2. LittleONE Magazine Issue 14 | 199
Sarah’s happy place:
My apartment is ultra-minimalist-
strong art deco lines are mixed with
vibrant, contemporary artwork and
photography which help create a
lived-in look without being precious.
For me Sydney is about the Harbour
and foreshore - I think my home
celebrates this nicely with its use of
colour.A recent piece of artwork by
Artist Tannya Linney called Worked
Over (pictured left) incorporates inky
blues, strong pinks and yellows, and
has helped to give an unexpected
colour-punch to the walls.
The balcony is definitely a feature of
the home.To help create ‘a room with
a view’ homewares such as vases,
candles and rugs have been introduced
to the outdoor entertaining area. I think
I may have broken a few design rules,
but it works!
The Piccolo PR office is a complete
change of pace.We spend so much
time here, living and talking design,
that I’ve been very ‘light-minded’ in
creating a space that is empowering
but not overwhelming. It has a playful
interpretation of Scandinavian cool,
mixing pine with copper and pastel
artwork. It’s my happy place.
Sarah’s Favourite Pieces
• Island Trading Co. candles
• Anka giant blanket, Kate & Kate
• Teeny range, Incy Interiors
• Eden cushion, Rapee
• Oslo lounge, Coco Republic
• AJE A/W collection
• Indian cotton baby blanket, uh-oh!
BUSINESS...spotlight
We take a sneak peek into the home of Sarah Cichy -
Sydney’s kids and homewares PR sweetheart