This is William Värnild

William, tell us a little about yourself. What are you up to at the moment?
Right now, I run a newly launched digital PR agency together with my partner, Erika Jensen. I also write for Sweden’s largest wedding magazine as a beauty editor and regularly appear on Nyhetsmorgon, where I talk about beauty and makeup. 

In addition, I have worked freelance as a makeup artist for the past 17 years, so this industry is very close to my heart. I am driven by having many different things happening at the same time.

You recently launched a new company, PR TO GO! How did you come up with the idea of a digital PR agency?
PR TO GO is a digital work tool for stylists, journalists, profiles, and influencers. We operate within fashion, beauty, and lifestyle, with a strong focus on digital communication and our digital platform. 

Erika Jensen comes from the client side, while I come from the agency side, and together we noticed that the industry was beginning to change. We realized there was a need for an agency focused on the actual work itself, rather than having clients pay for large and expensive showroom spaces in prestigious locations. 

The platform offers the same services as a traditional showroom, but everything is handled digitally, including product loans and image downloads. It also allows users to upload video material and press releases. Of course, we still have an office that offers meeting opportunities, but our showroom is our platform. 

We can directly track and measure who visits us and receive immediate feedback from people within the industry. Today, people generally have less time, and being able to book samples and download images 24/7 with just a few clicks helps make everyone’s work more efficient in the long run.

What would you say has been your biggest challenge starting a business during the pandemic?
It is always a challenge to start something on your own, but with a strong, well-thought-out plan and a lot of hard work, the journey has exceeded our expectations. In a short period of time, we have signed ten clients who truly believe in and appreciate our perspective on modern PR. 

We do not want to “own” our clients. We want them to see us as a partner that helps them grow and develop. Smart clients deserve smart PR. The client knows their procust or service best, and our role is simply to help package and communicate in the strongest possible way. 

What is your five-year goal for PR TO GO?
The goal is to continue growing and to bring in additional talent and expertise so that both we and our clients can continue to evolve and improve. A dream scenario would also be to eventually open offices in Norway and Denmark. 

You undoubtedly run many projects at the same time. What is your best tip for managing that?
I have always enjoyed having multiple projects in motion and taking on new challenges. At the same time, I spend a lot of time exercising and being with family and friends. I make sure to set aside time to unwind and recharge because that is incredibly important. 

I am also very grateful that I get to do something I genuinely love and feel passionate about. That passion gives me the energy to keep moving forward. Today, I no longer really see my work as just a “job”, but more as a lifestyle. 

What is the best part of your job?
Meeting new people and experiencing the variety that my professions as a makeup artist and PR professional offer. I am a very social person, and I gain a lot of energy from people who are passionate about what they do.

We know that you are a fan of STINAA.J sneakers. Why is that?
I have followed STINAA.J since the very beginning. The product has continued to evolve and improve over time. What makes the shoes unique is their ability to combine a strong fashion perspective with style and everyday wearability. 

You can wear them every day, for events or parties, and easily walk around the streets of New York for 16 hours without even getting a sore toe. That is what I call innovation!

Read our updated 2026 interview with William here.