Transcription

Introduction

Emily: Good morning, Simone, how are you?

Simone: I'm very well, thank you. How are you?

Emily: Very well, thank you. I'm delighted to welcome you this morning to our Links Presents. Simone, a little background before we launch into our questions. You have, I would say, an almost picture-perfect CV. A levels, a Masters at St Andrews, retail experience, industries spanning steel mining, digital advertising, and now EA to the CEO at MatchesFashion.

Simone: Yes, I’ve gone across a couple of industries and ended up back at my first love, fashion. But I really value my experience in other industries. Most of our skills as EA’s and PA’s are transferable, and working across industries broadens not only your experience but your personality. For example, steel is male-driven and very delivery-focused, while fashion is a completely different beast.

Early Career and Love for Fashion

Emily: After your masters, you studied fashion, right?

Simone: Yes, sponsored by my first company. I did a Beginners Fashion Design course at Central St Martins. Never with ambitions to be a designer, it was more of a thank you from them and a chance for me to pursue an interest.

Emily: Lovely. You clearly had an interest in fashion then, and your PA/EA background has honed both the commercial and business sides. Am I right that Prada was one of your first roles?

Simone: Yes, my second role. I was a store administrator on Sloane Street. My first retail role was with a wholesaler, so moving into Prada meant I saw customer service first-hand: the shop floor, office calls, reconciliations, and generally learning how a shop floor runs. Prada had a hands-on culture, we’d all help where needed, even with cashiers or banking.

Emily: And trunk shows?

Simone: Yes! Those were glamorous, mini fashion shows for VIP clients between seasons. Stores closed for the events, and we handled invitations and organisation.

Transition to Corporate Life

Emily: After Prada, you made quite a leap to Arcelormittal in steel.

Simone: Yes, I worked for a board member there. It was where I truly cut my teeth as an assistant. The workload was intense, and the culture was corporate and delivery-focused. My boss often travelled for weeks on end, so I had to think on my feet and manage independently.

Emily: That sounds very different. Was it a conscious choice?

Simone: Yes and no. I’d reached a glass ceiling at Prada, and moving into a board-level assistant role felt like an opportunity I couldn’t turn down. It was sink or swim, but it gave me invaluable experience.

Challenges as a PA

Emily: What’s been the biggest hurdle you’ve faced?

Simone: Working with tricky personalities. Early on, I struggled to separate their behaviour from my own performance. Now, with experience, I handle it more smoothly. Emotional intelligence is crucial, sometimes you just need to let someone vent, stay calm, and circle back later.

Emily: And the most challenging role?

Simone: Definitely at Arcelormittal. The sheer volume of work, plus inheriting facilities management, was overwhelming. I learned the importance of planning, delegation, and finding a work-life balance.

MatchesFashion and Adapting to Change

Emily: At MatchesFashion, you’ve worked with four CEOs in less than four years. That must have been challenging.

Simone: Yes, three CEOs and one Executive Chairwoman. Each transition required me to adapt quickly, build trust, and provide continuity. I approach each new boss as a blank sheet: “How do you work? When should we communicate? What value can I add?” It’s about being a chameleon and adapting to their style.

Emily: That’s an incredible skill.

Simone: Thank you. It helps that I know the company and team well, so I can be a steady point of reference for new leaders.

Skills, Attributes, and Advice

Emily: Do you see yourself staying in luxury retail?

Simone: Definitely in the creative field. I need to feel passionate about the industry, especially when managing inboxes and senior meetings. Fashion is a natural fit, but passion is key.

Emily: You’re fluent in two languages?

Simone: Yes, English and Spanish fluently, and intermediate French. I’m also learning Italian and Mandarin. If I could choose any skill, I’d love the ability to instantly learn languages.

Emily: What three attributes make a great PA?

Simone:

• Organisation and attention to detail – You’re the air traffic control for your executive.

• Emotional intelligence – Reading situations and people is critical.

• Proactivity – Always thinking ahead, asking the right questions, and freeing up your executive’s time.

Emily: Wonderful. And finally, what advice would you give to young PAs?

Simone: Never underestimate the importance of your role. Be honest, discrete, and proactive. Take pride in the work, ask questions, and keep learning. And don’t be afraid to ask for help.

Closing

Emily: Simone, thank you so much. You’ve shared invaluable advice and insights. It’s been such a pleasure.

Simone: Thank you, Emily. Lovely to see you.