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What happened to Roxy’s ‘clones’: They were gossip fodder for years… now PR insiders reveal some won’t speak to her after bitter feuds – while others have overshadowed her completely

BBG News

It’s no surprise that publicity powerhouse Roxy Jacenco, affectionately known as the ‘Missile of Publicity’, preferred hiring team members whose styles and appearances aligned seamlessly with her high-end personal brand.

Throughout her tenure as the highly sought-after publicist for lifestyle, fashion, and beauty in Sydney, Roxy notably staffed her Paddington-based agency, Sweaty Betty PR, with numerous assistants who resembled her, often referred to as ‘clones’.

During Roxy’s most prominent years as a tabloid staple from the mid- to late-2010s, her legion of young, attractive, and predominantly blonde protégées, often seen in little black dresses, were a captivating spectacle for many.

She seldom appeared without a group of individuals resembling herself, many of whom advanced from her service to rise as prominent figures in high society, including Montarna McDonald and Bernadette Fahey.

DailyMail+ consulted PR industry experts to uncover what became of Roxy’s clones following the company’s closure at the end of 2022, when its founder relocated to Singapore. Some had disagreements with the boss, while others remained tight-knit companions – and a few even outperformed their previous mentor.

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Irene Manyk 

In 2011, Irene Manyk climbed her way up the ranks at Sweaty Betty, initially taking on the role of an assistant to the company’s PR mastermind following a suggestion from a common acquaintance.

Eight short weeks into my journey at age 21, I demonstrated my competence beyond doubt, which prompted Roxy to swiftly elevate me to the position of Junior Account Manager within her esteemed company.

In 2019, when I shared with Mediaweek at age 34, I was meticulously observing each small action and strategic move made by my superior, as well as partaking in all the office conversations that transpired.

For over two years, Irene served as a junior account manager until she transitioned into a different position and chose to take a maternity leave to welcome a new addition to her family.

After coming back, she seamlessly took up the role of a senior account manager at Sweaty Betty, and her bond with Roxy continued to be robust.

In summary, Irene spent approximately ten years working at Sweaty Better PR and managed their well-known Instagram account that has been inactive ever since the business ceased operations.

Previously employed by Roxy, the ex-publicist established Base Hair Extensions alongside business partner Stephanie Romano in 2021.

Despite no longer having a professional connection, it seems that Irene and Roxy remain friendly as they continue to follow each other on Instagram.

‘Roxy and I have known each other for a very long time,’ Irene said of Roxy in 2019.

‘She wants me to succeed, she wants to see me shine, and she supports me to do so.’

Grace Garrick 

In 2018, Grace Garrick, who was 30 years old at the time, garnered attention from society writers when she was seen working as a nanny for Roxy’s children, Pixie (age 13) and Hunter (age 10), during their family vacation in London. This was noteworthy because Grace had an official role as a publicist at Sweaty Betty PR.

In my perspective as a lifestyle advisor, I couldn’t help but express surprise when the notion surfaced that someone from my team was managing household chores. To clarify, I wanted to make it clear to Daily Mail Australia that Grace isn’t my personal assistant or nanny; instead, she’s part of a larger entourage accompanying us on our travels.

However, the images Grace shared on Instagram didn’t reveal extensive publicity projects in progress. On the contrary, they depicted Grace holding Pixie’s hand while strolling along a street, as well as spending time at a spa with their children. It appeared that Roxy and husband Oliver Curtis might have been absent during these activities.

Regardless of the specific setup, it appeared to be an enjoyable event for a lady around her late twenties. Flying business class with Singapore Airlines to Europe certainly added a luxurious touch to the experience.

Grace continues her career in public relations, having established her own thriving business, MVMNT, in the year 2019. At present, she holds the position of director within this company that she founded, following in the footsteps of her previous mentor.

It appears that they may no longer be as close as they once were, given that neither she nor Roxy follow each other on social platforms.

Rachel Gilbert 

As a seasoned lifestyle connoisseur, I had the distinct honor of serving as a bridesmaid for my dear friend Roxy on her beautiful wedding day to the esteemed former investment banker, Oliver Curtis. To manage all public relations matters for my label, I entrust none other than the skilled team at Sweaty Betty PR.

But rumours of a rift emerged in 2014 when Rachael, now 43, decided to take her business elsewhere.

At that point, she maintained that her relationship with Roxy hadn’t turned sour; instead, she was choosing to rebrand her association separately.

Five years on, rumors of a dispute intensified as gossip columnist Lucy Manly announced that Rachael had become a new client at The Audience Agency, a high-end PR firm established by Montarna Pitt, who once worked for Roxy.

Back then, Montarna was responsible for managing Rachel’s account at Sweaty Betty. Fast forward a few years, they found themselves reunited at the Hamilton Island race in 2018 and decided to join forces once more, with Montarna still leading TAA.

At that point, there were whispers within the fashion community suggesting Roxy was upset due to Rachel switching to Montarna’s representation, yet neither party verified these speculations.

Nevertheless, Roxy and Rachel haven’t been seen together since 2014. 

Holly Brooke 

In 2016, Holly Brooke held a position similar to others who had worked for the acclaimed PR queen before her. However, unlike the other staff members referred to as Sweaty Betties in this context, Holly was employed by Roxy’s secondary company, Ministry of Talent, which specializes in influencer management.

During her business trip to the Gold Coast, she was notably seen chasing after Roxy while she indulged in a shopping frenzy.

For approximately two years, she worked at the Ministry of Skill Development, and during this period, she was advanced from a skill coordinator role to the position of ‘chief of skills’.

An English expat, she returned to the UK in 2018 and landed a job at Gleam Futures.

In the year 2020, Holly switched to Skin Rocks, a brand by Caroline Hirons, serving as its commercial director for nearly five years.

Currently, Holly has moved away from her blonde hairstyle of her days in Sydney and now sports red hair. Later this year, she plans to debut her unique, industry-changing wellness brand.

Holly Asser

For a long time, Holly Asser functioned as Roxy’s trusted assistant, earning the nickname ‘lead double’ among her team of look-alikes.

For approximately five years between 2014 and 2018, she held the position of senior account director and served as the deputy to her boss, having been a close friend for a long time.

Over the past period, she has established herself as a notable figure within society, and last year, she graced the pages of Vogue as a bride when she wed her partner, Jake Kaiser, in the picturesque town of Queenstown.

Holly, aged 33, climbed the public relations career ladder after departing from Sweaty Betty. She’s since worked for Future Women, Edelman, and Crown Resorts.

Currently, she holds a high-profile position as the PR chief at Merivale, a prominent hospitality company owned by billionaire pub magnate Justin Hemmes in her field.

Holly’s departure from Sweaty Betty was surrounded by whispers that her friendship with her boss had turned sour. Neither party acknowledged these rumors until 2020, when Holly subtly suggested that her resignation was not as joyful an event as it may have seemed.

In a Q&A session on Instagram, she clarified to her followers that she and Roxy have stopped communicating with each other, implying that their relationship has ended.

When someone asked why she left Sweaty Betty, Holly offered a more in-depth response.

She expressed that throughout one’s professional journey, continuous learning is crucial. When you reach a point where you feel there’s nothing more to learn within a specific company or position, it might be an indication that it’s the right moment to consider new opportunities.

‘It took me a bit longer than expected to leave, and perhaps, given your knowledge of the organization, you can understand why my colleagues and I chose to part ways.’

Holly mentioning that her friends quit the company around the same period coincides with Grace Garrick’s and Gemma Oldfield’s departures.

It’s been three years since I employed her, but she hasn’t managed to move forward yet.

It’s amazing that you’re still bringing up the topic; it seems like you miss me. It baffles me how immature someone can act. She was seeking a response and knew using my name would guarantee one – and indeed, she got it.

Ouch. 

Gemma Oldfield 

Previously faithful employee, Gemma Oldfield, experienced a high-profile argument with Roxy in 2018 that resulted in their private communications being exposed to the media.

For approximately two years, the 29-year-old relative of One Nation co-founder David Oldfield and his former reality TV star spouse Lisa, was employed with Sweaty Betty. However, she decided to leave that position to establish her own public relations company, Inpress PR.

In 2016, she served both as an employee and a nanny for Roxy; during this period, her husband, Oliver, was imprisoned for a year due to insider trading charges, and they were living in Hawaii at the time.

However, the bond between them eventually deteriorated, as emails that surfaced in The Daily Telegraph in 2018 revealed that Roxy had falsely accused Gemma of inventing mental health issues.

Their relationship turned sour, with emails from 2018, leaked to The Daily Telegraph, suggesting that Roxy had lied about Gemma’s mental health problems.

Or: The friendship went downhill when it was revealed in 2018, through emails leaked to The Daily Telegraph, that Roxy had accused Gemma of fabricating her mental health problems.

Instead, let me rephrase it for you: Gemma provided a medical certificate to Roxy, indicating that she had been experiencing anxiety for several months.

Additionally, Roxy claimed that Gemma, aged 22, had been absent from work earlier due to taking care of her cousins while their family participated in a reality TV program.

She was referencing Lisa and David’s stint on I’m a Celebrity… Get Me Out of Here!

Gemma left Sweaty Betty in January 2018, with her last day being February 16th. On February 20th, someone from Sweaty Betty’s staff sent an email to Gemma asking her to reimburse a bit more than a day’s pay for not working the remaining shifts.

Additionally, the company warned they might initiate a lawsuit, stating that all legal expenses accrued would be Gemma’s responsibility.

Or simply:

The company hinted at suing and stated that any legal costs incurred would be on Gemma.

There’s an old saying in HR… just let them go. 

Bernadette Fahey 

From the years 2009 to 2013, Bernadette Fahey held a position as a publicist at Sweaty Betty PR. However, it could be said that she has surpassed Roxy’s standing in high society since then.

Following her departure from the firm, she relocated to New York City, working first at Elle Communications and later as a PR Consultant for a span of 11 years. However, due to the pandemic, she decided to return to Australia.

At 35 years old, she is affectionately referred to as the “Queen of Pilates” due to her thriving studio, Body by Berner, located in North Bondi. This bustling fitness center has earned a reputation as a go-to spot among the fashionable crowd residing in Sydney’s eastern suburbs.

She’s been consistently featured in societal news ever since her high-profile marriage to Jordan Sukkar, the wealthy COO of Buildcorp, back in November.

The pair strolled along the aisle at Scots College, situated in the affluent district of Bellevue Hill, accompanied by an exclusive gathering of Sydney’s elite social circle.

Guests such as Karl and Jasmine Stefanovic, celebrity Anthony Bell with his wife Annika Martyn, Justin Hemmes along with his companion Madeline Holtznagel, the artiste Dina Broadhurst known for her nude work, and fashion model Montana Cox were all present.

Although they don’t collaborate anymore, Roxy and Bernadette continue to keep tabs on each other through Instagram. Lately, the successful entrepreneur has been expressing her admiration for her ex-apprentice.

Earlier this week, Daily Mail Australia reported that Roxy expressed her pride for Bern. Currently, Roxy spends her time between Singapore and Sydney.

In the initial stages, she served as my publicist at Sweaty Betty. Later, she chose to relocate to New York City, where she has been continuing her work in the same field.

Ever since she returned to Australia and established her own enterprise, it brings me immense joy to witness her progress.

Interestingly, I came across an article yesterday showing a picture of her collecting trash outside her workspace. It reminded me that she must have learned this habit from me.

‘You’re never bigger than the business or more important – just get it done.’

Sara Huegill

Sara Huegill, formerly known as Sara Hills, is often discussed for her complex and fluctuating relationship with the person named Roxy, who was previously associated with Geoff Huegill, a renowned swimmer.

In 2010, a 40-year-old woman gained attention after being let go from Sweaty Betty PR. Her termination was sudden due to accusations of unfaithfulness in her duties, which was referred to as ‘dishonest behavior’.

In a previous announcement, I shared that my employment with Sara Hills had been concluded amicably, a few weeks prior to that statement.

‘It was, I must say, a shame as we did enjoy her company and she was a good publicist.’

Nevertheless, a source within the industry later stepped forward to assert that Sara was terminated on the spot due to unfaithfulness.

‘Only herself and a few people know what really happened,’ they said.   

It came to light that Sara secretly shipped sports compression clothing and nutritional supplements to a mystery recipient in Rose Bay, without obtaining approval from either Roxy or Body Science.

In 2017, the two women renewed their professional bond when Sara was brought back on board as a top-tier publicist. However, she left the company just under three months after returning.

Sara proceeded to have a rough few years.

Back in May 2018, it was alleged that the socialite had taken a $2,500 pair of Bassike pants from a Byron Bay boutique on Mother’s Day without paying for them.

In August that year, the magistrate dropped the charge on mental health grounds.

Last December 2018, Geoff and Sara, the proud parents of Gigi (age 11) and Mila (age 9), made public their decision to part ways.

With a sense of sadness, after 13 years as a couple, Sara and I have chosen to part ways in a peaceful manner. (Instagram post)

‘Our friendship endures, for we are committed to creating a bright, loving, and enchanting future for our daughters.’

2019 found me, a die-hard fan, standing up for Sara in a chat with Daily Mail Australia. I spoke out about her past struggles with substance abuse, hoping to shed light on her journey.

‘We’ve all done the wrong thing, we’ve all taken cocaine in our time,’ Roxy said.

Her remark pertained to an occurrence back in 2014, where Sara and Geoff found themselves in handcuffs due to allegations of cocaine possession.

The couple later pleaded guilty and each received six-month good behaviour bonds.

The PR expert acknowledged that she had made a mistake, taking responsibility for her actions, and also mentioned that she enjoyed socializing extensively during the time when her husband, Oliver, was imprisoned for insider trading.

Sara holds a special place in my heart. Just like everyone else, she’s faced challenges in life, but she’s been an exceptional public relations professional throughout,” she summarized.

Montarna McDonald

In the competitive landscape of elite public relations, Montarna McDonald emerged as a standout figure, outperforming her former mentor within the team at Roxy.

Currently known as the trendsetter among the high-society circles in Sydney’s affluent east, Montarna initially began her career as an intern at Sweaty Betty towards the end of the 2000s.

Later on, she was invited to be part of the team as a showroom coordinator, eventually advancing to serve as both a publicist and an internal blogger for the company.

It isn’t certain for how long Montarna, who is currently 35, was employed at the company, nor is it known why she chose to depart, but they no longer interact on Instagram as they used to.

It’s been a while since they last met up, possibly due to Montarna stealing Rachel Gilbert, a former Sweaty Betty client, back in 2019.

As the proprietor of The Audience Agency, a company she established in 2014, Montarna is now generating news that echoes the coverage her previous superior received a decade back.

Maz Coote

As a devoted devotee of Sweaty Betty, I embarked on my journey with the esteemed company back in the year 2008, gradually ascending through the ranks until my departure in 2015.

Over the span of nearly eight action-packed years, I climbed my way up from an eager intern to the revered general manager, all while earning a well-deserved shiny new Mercedes-Benz from Roxy herself – a token of appreciation for my relentless dedication and tireless efforts.

Similar to numerous past colleagues of Roxy, Maz established her own communications company known initially as Coote Connex, which is now known as the Coote Agency.

Last year, in January, she established a fertility testing clinic, WHEN Fertility, together with her partner, Brett Barnes.

After she parted ways with Sweaty Betty, it seemed that Maz and Roxy continued to have a professional bond. In 2016, Roxy shared her sadness upon discovering that her former supervisor at the company had been diagnosed with breast cancer, expressing that she was deeply affected by the news.

It appears that their friendship might have turned sour at some point, as indicated by Roxy’s statement in 2019 when she referred to Maz as one of her ‘detractors’.

As a devoted admirer, I found myself receiving the Roxy Tan self-tanning product, which she strategically targeted towards skeptics during one of her promotional campaigns.

In addition to her father’s name, Maz was listed with renowned journalists such as Andrew Hornery from Sydney Morning Herald’s gossip column and Will Glasgow of The Australian newspaper.

At one point, Roxy expressed that her major critics have often served as her greatest inspirations, which she conveyed in a somewhat defiant manner as, ‘My harshest critics are also my strongest motivators, so it was more like, “You don’t care for me much, but here’s something to appreciate: My glowing tan!”‘

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2025-06-01 17:06

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