Founded in 2008, SW PR Shop is a boutique public relations firm based in Los Angeles. Specializing in the entertainment, interior design, travel + hospitality, and lifestyle space, our team serves as an integral resource and partner for building brand awareness and developing a successful public relations strategy that is custom made for each client’s needs.
President Molly Schoneveld has over a decade of experience in the entertainment industry, beginning her public relations career at PMK/HBH (now PMK/BNC), where she worked with A-list talent, on Oscar campaigns for directors, producers and films, and served on the Sundance Film Festival team. In 2007, she left PMK to help launch her sister-in-law Rebecca Schoneveld Cheek's maternity line called Schone Maternity.
The line was enormously successful, being touted by O, The Oprah Magazine as "the really good guy of the month" for their dedication to fair labor factories and support of artisans across the globe. It was working with Rebecca that ignited Molly's entrepreneurial spirit, and while she loved the gratification of watching this new line prosper, she missed the diversity of working with more than one client. She co-founded SW PR SHOP in 2008 to offer a unique point of view that incorporates her entertainment industry roots, extensive knowledge of the media landscape, and passion for finely curated lifestyle and hospitality brands like Golden Door, where she has lead the PR efforts since their relaunch in 2013. She continues to form meaningful partnerships with synergistic brands, garnering top-tier media coverage, and bringing relevant celebrities, tastemakers and influencers to the property. She bridges the gap between entertainment and lifestyle, understanding the work that goes into building a personal brand with influence and also how influencers can help build brands. Though she is well versed in traditional public relations, Molly and her team have a very modern and creative approach.
Molly has built a solid reputation providing great attention and care to every client and has proven success in getting results. She has secured cover and feature stories in domestic and international publications, including Architectural Digest, Vogue, Vanity Fair, Veranda, InStyle, House Beautiful, Departures, The New York Times, Robb Report, Sunset, as well as numerous television segments with a national audience. Molly's passion for hotels, interior design, and luxury lifestyle brands has made SW PR Shop a leader in the lifestyle and travel PR space.
What is it like to do PR in Hollywood? This is my story.