Entrepreneur Maria Varvarikos built boutique PR agency ZOÏ organically, fueled by a work ethic honed first as a Concordia student, then as director of promotions for Ocean Drive Magazine. Now, with offices in New York, Montreal and Toronto, ZOÏ — the Greek word for “life” — brings brands to life.
“Bigger isn’t always better,” says Varvarikos of the long-term relationships with brands that have partnered with the agency since its inception in 2000.
Her impressive roster of clients past and present includes GUCCI, FENDI, Christian Louboutin, Louis Vuitton, Maison Kitsuné, Tiffany & Co., GOODEE home goods, WANT Les Essentiels, Fogo Island Inn, Four Seasons Hotel Montreal, COS (Collection of Style) and H&M.
Secrets to success
“Work hard, love what you do, surround yourself with good people. When you have a great support system and love your work, amazing things are possible. You have to give more than 100 per cent.”
Proud moments
“There are many moments but getting accepted to Concordia is one. I was late in applying and not initially accepted but I wrote a stack of letters to the dean and camped outside her office. She told me that persistence paved my way. Opening the New York office… Being where we are today, post-pandemic, still standing and strong with an amazing team and our clients, is a huge achievement.”
Toughest professional moment
“Launching my business on the experience garnered at the magazine. I was young and a woman. I had to consciously change the way I presented myself.”
Job satisfaction
“I love what I do, the human element, the creative and challenging aspects. There’s nothing monotonous about it. We’re helping people bring their dreams to life. I never had an ambition to create something big but to do something great — we’re great at what we do.”
The Concordia path
“School was less about theory and more about practice. I could bring my work experience to class and talk about real issues. It prepared me to become an entrepreneur.”
Best advice
“When you’re about to give up — don’t.”