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15 & 16 July 2018, Business Design Centre, London


28 October 2015

B&S Meets...Shoshana Kazab

Earlier this season, we teamed up with Fuse Communications, a lifetsyle PR consultancy specialising in kid's and baby's brands. Now, we're delighted to introduce Shoshana Kazab, Fuse's founder and Bubble London's newly-appointed PR guru...



Hi Shosh! Could you introduce yourself to our readers?
Hi, I’m Shosh and I’m the founder of Fuse Communications, a lifestyle PR consultancy which specialises in baby and children’s brands. And as of the AW16 season, I’m very excited that Fuse has been retained by Bubble to manage all of its PR and communications!
How and when did you found Fuse Communications?
In my previous work life, I was a marketing manger in the health & fitness industry. I left in 2003 and decided to become a consultant still working in fitness, when I was introduced to Birgitte Kleftakis from SoLoBi, a children’s agency who was bringing Mini A Ture to the UK. She was looking for a PR for Mini A Ture and I thought ‘why not’?


We both learnt a lot in a short space of time and we both fell in love with the industry. It’s changed hugely over the past 12 years and I love where it’s going. When I started out, there were only a handful of parenting magazines and no-one really took children’s fashion seriously, but today you see it featured in everywhere from Marie Claire and Grazia to seriously chic bloggers who love sharing pictures of what their children are wearing.
I set Fuse Communications up in 2007 and I guess the rest is history!
Could you tell us a bit more about Fuse and the work you do?
Fuse is one of only a handful of agencies dedicated to the children’s industry. I think it’s important that there are agencies that specialise in this area, as it is quite different to fashion and beauty and I think needs a different approach. It’s a small industry and most people tend to know each other, which is one of the things I love most about it.
My day-to-day work life is very varied and that’s largely due to the range of clients we work with. No two days are ever the same and there’s no time to be bored! One day we could be working on a launch event for a client and the next can be sending out clothes to celebrities for their children.
I love working on charitable collaborations and have worked on a few which have been very rewarding. One has been with Mary McCartney who designed some t-shirts for Mini A Ture. The money raised from the sales went to the Sunway Children’s Home, an orphanage in India which Mini A Ture supports. We shot Mary at Bubble when the t-shirts were produced and that was great fun – a Bubble exclusive! – and we held a launch event for the t-shirts  which was hosted by Mary at Selfridges, and attended by her sister Stella and a whole host of other famous faces. I also worked on a project for British footwear label, Step2wo for the British Heart Foundation, and with Purple Dragon, the luxury family member’s club in Chelsea.





In terms of events that are similar to Bubble, Fuse worked on the PR for a consumer parenting show called Plusher. It was great fun working on a fashion show with the kids and the lovely fashion journalist, Carolyn Asome, styled the show which included Sinitta’s adorable children as models. There were some really interesting panel discussions with industry leaders and celebrities and I think that everyone learnt a lot from those discussions. Working on a tradeshow is really (really!) hard work, but when it all comes together, it’s always worth it!




How long have you been coming to Bubble? What are your favourite things about the show?
I’ve been a Bubble supporter since Day 1! I’m great friends with one of Bubble’s original founders, Vanessa Boz, and am so proud of her and her ex- partner Florence Ronaldo for what they created. I feel passionately about London being a hub for baby and children’s fashion and it is so important for us to have a strong show like Bubble in London. This is why I’m personally so excited to have been asked by Bubble to work on the show.


Could you share some of your plans for the show with us?
Like everyone else, I want to see Bubble as busy as possible with buyers and press being inspired by the brands they see at the show. It’s my job to make sure as many people as possible are aware of the show and when it’s taking place, all the latest news in terms of who is exhibiting and what is happening at the show, so that they all make sure  that Bubble is a diary date they cannot miss.
One of the things we’ll be doing this year is offering the press curated tours around the show. So if they only have a limited time at the show, then we can accompany them around the show and introduce them to brands based on their interests and feedback beforehand.
There are lots more exciting changes and things taking place at Bubble for AW16 and we’ll make sure to keep everyone in the loop via the Bubble blog and social media. If any exhibitors or visitors have any feedback they’d like to share about the show, then please feel free to email me.  My email address is: [email protected]
I look forward to meeting as many of the brands as possible at Bubble and hope you have a wonderful AW16 season!



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