Sonia Hendrix
Age: 34
Company: GALLERY PR
Title: Founder
Sonia Hendrix launched GALLERY PR near the end of 2017, coinciding with the launch of recreational cannabis sales in California. For Hendrix, starting the firm was the next logical step in her decade-long career as a public relations agent in New York’s fashion and beauty industries, even if it didn’t seem that way at first.
“My journey into cannabis was totally unexpected,” Hendrix says.
Shortly after launching the firm, Hendrix was referred to the cannabis manufacturer dosist, who at the time was in need of her broadcast PR expertise. It was the first time she dabbled in the world of cannabis PR, but to her surprise, she instantly felt at home in the burgeoning industry. She quickly found that the tools and relationships she had built in the beauty and fashion industries gave her and the firm’s clients inroads to media outlets that very few cannabis companies could penetrate, such as the New York Times, Ad Age and Billboard Magazine.
“The luxury fashion and lifestyle contacts I built over the course of a decade working in New York fashion PR folded into the industry beautifully,” Hendrix says. “Fashion, lifestyle and music editors loved cannabis and they wanted to know more.”
Hendrix is one of the most prominent Latina publicists in the United States and was named by Variety as “the doyenne of cannabis marketing and publicity.”
After her success with dosist, Hendrix signed SHERBINSKIS, Select, Double Barrel and Wonderbrett.