It’s time for you to get to know this week’s amazing #FEMMEFEATUREFRIDAY, Amira de Vera! Amira is a Toronto native who has a love and passion for public relations and entertainment. Amira is a testament to placing your faith in the hands of the universe and she exemplifies how embracing challenges can ultimately guide you to a more authentic life. This lovely girl has such a positive spirit, and she believes that the best way to overcome roadblocks is to learn to see them as necessary occurrences along the path. Amira’s secret sauce is self-belief and she reminds us that manifesting your deepest desires are the result of facing the hard stuff head on!
Amira began her career in public relations in 2009 with an internship at an entertainment and lifestyle publicity firm in Toronto, Canada. There she was given the opportunity to work closely with some of the country's top talents and Hollywood's biggest film productions. Over time, Amira developed extensive relationships with the industry's top journalists and successfully garnered a long list of media placements for her clients including multiple magazine covers, feature interviews and stories, talk show appearances and red carpet interviews, to name a few. Today, she is a boss woman who owns and operates her own public relations business called Project Four Public Relations. With over ten years of experience in the industry, Amira is well known today for her out of the box thinking and elevating her clients' brands to the next level.
Amira is one of the most thoughtful and hard working women we know! She is the definition of a girl boss and we love how she inspires so many of the women she works with to dream big, work hard and never give up on the things that make them the happiest. Thanks to Amira, we have had the pleasure of featuring so many incredible women with YGTG and we are truly grateful for her friendship. Amira’s kind and humble nature combined with her go-getter personality are what makes her such a phenomenal role model for so many young women aspiring to embark on their own ventures. Thank you Amira, for showing us that the road to success is paved with impenetrable optimism and relentless fearlessness.
Written by Alessia Rotino (@a.le.ssi.a)
What were some of the obstacles you encountered when starting your own PR firm? How did you overcome them? What kept you pushing through any uncertainty you experienced?
For me, it was really the challenge of believing in myself and having the courage to dive into this new venture. I had always said in the past that I make a great employee but could never be my own boss. Not sure where that thought stemmed from, but it was always embedded in my head that my skills resided in working for someone rather than working for myself.
Luckily enough, I was sort of forced into this venture because of an unfortunate circumstance with a previous job. With no prospective employer in the immediate future, I was left unemployed with no plans in place. This led to freelancing as a publicist while I figured out my next move. As the list of clients started to increase, it was my mom that actually pointed it out to me. Why don’t I just continue freelancing and taking on my own clients? Well, that’s exactly what I did and before I knew it, more people came through the door. One client turned to two, which turned to four, which turned to eight. That really gave me the courage in myself and in the possibility of a thriving business.
I always knew in the back of my head that this was a dream I wanted to achieve, but I let my fears and doubts crash that. It wasn’t until I was actually put in situation where I had no choice but to face those fears did I start to overcome them. The Universe has a funny way of putting you in situations that are uncomfortable in order to live your true and most authentic self. I truly believe everything happens for a reason and I am so glad things unfolded the way they did. Of course, I still have doubts in myself to this day, but it has gotten easier to crush those doubts by simply just jumping into the unknown and figuring it out as I go. The best way to overcome any situation is to learn from it and you will never learn from anything if you can already predict the outcome. Force yourself to be uncomfortable because it will teach you to grow, and we only get better from growing.
How do you hope to inspire the future generation of girls who aspire to start their own businesses and be their own boss?
For me, it’s showing them that it can absolutely be done but you have to work very hard to get there. I always say, if you want to start your own business, make sure you get the experience within that field first before you go off on your own. If I hadn’t been in the PR world for a decade before I launched my business, I would have been completely lost. Having the experience, the contacts and the knowledge I had from years of working in the industry, really helped me find the courage to be able to be my own boss. So yes, it can be done and yes it requires a lot of hard work but when you truly find your passion, it makes everything worth it!
Which female figure have you always looked up to and why?
We are so lucky to live in a world where there are so many incredible females figures we can aspire to be and look up to! This also makes it hard narrowing it down to one! If I do have to pick one, I would 100% say Oprah. Not only has she built the most incredible empire from scratch, but she has created a brand out of being kind, humble, hard-working and encouraging others to live their best life.
In your opinion, what three qualities do you possess that have helped shape you into the strong woman you are today?
1) Hard-working - Instilled in me by my parents
2) Eternally Optimistic – Truly important in business is to always believe that something great will happen and that hardships are just roadblocks and lessons you need to learn to take you to that next level
3) Thick Skin – This is DEFINITELY something that took years to develop but you just have to remember to not take anything personal and whatever someone says about you is more about how they feel about themselves
What’s your definition of a YGTGirl?
A YGTGirl is someone who is fearless and isn’t afraid to take risks!