Tory Archbold - The X Files | Parlour X

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Tory Archbold is one of Australia's most renowned publicists. Having worked with globally renowned brands with her Communications Agency TORSTAR, Tory has now launched her platform @PowerfulSteps to encourage & drive female empowerment & success. X Files speaks with Tory about her illustrious career, how to stay feeling empowered & of course, what is next. 

Please tell us about your early life and career. What was it that got you to where you are now?

I always knew I wanted a global business – it’s in my DNA – I love the excitement of being first to market with a brand or business idea that deliver’s impact.  I fell in love with media and entertainment after a stint in the UK with Viacom and a licensing company responsible for Lucas Films and 20th Century Fox productions in my 20’s where I had the opportunity to learn from those at the top of their game – the innovators and the disruptors. MTV led that charge and I was in a support role thinking maybe one day soon I can also create and build powerful brands.  I returned to Australia and translated that dream into reality by starting my own brand communications agency TORSTAR which attracted and partnered with the world’s top performing retail brands, celebrities and influencers. 

You ran your successful PR agency TORSTAR for almost 20 years. What made you decide to step away from the PR world?

I truly believe you know when one journey is about to end and another to begin.  I trusted my gut instinct which had been sending me signals for a few years prior that it was time to pass the baton to the next generation of communication experts and that moment came when we launched Drew Barrymore’s beauty brand into Australia in 2019.  I was listening to her speak about female empowerment and in that moment knew it was time to trust that instinct and leave PR at the top of my game. I will always be grateful for that moment in time as it led me to make a very brave move and one not many people action – closing a successful business with a global reputation and start another – Powerful Steps

 

Is there a standout project or campaign that you have worked on?

Launching Zara into Australia was a professional highlight.  It is often referred to as the most successful launch in retail history and my agency in partnership with Inditex was responsible for delivering that retail impact through teamwork, passion and commitment to ensure that the customer experience was one nobody would forget. We had 22,000 people walk through the doors on day 1 and delivered $1million in sales.  Every person was treated to the same experience and that is what I loved most about working with their team – they were humble, yet driven to ensure that nothing was short of exceptional in everything that they touched because the customer always came first.

Powerful Steps now has amassed over 11,000 monthly downloads. What has made your podcast so successful?

Thank you, I feel very humbled by this question. Our success comes from the women who have shared their powerful stories that touch the hearts and minds of others. I wanted to create a podcast based on authenticity and trust. Every guest we have is someone who I have met along the highway of life and that just happens to be extraordinary women who have owned their story and are able to shine a light for others to see that challenges will always translate into possibilities’. Highlight guests have included the gorgeous Eva, Melissa Doyle, Danielle Cormack, Pip Edwards, Leah Simmons and next week we interview Rachel Hunter out of LA who is on the most incredible soul journey transformation. It feels like a daily treat to enjoy these powerful conversations and share them with others.

Tory wears: Jil Sander Zipped Pleat Top, Stella Jean Pleated Print Skirt and Balenciaga Void Sandals from Parlour X

What would you like your listeners to learn from Powerful Steps?
That every step you take is a step towards your future self. Make it real and most importantly make it powerful.

What has been the most meaningful Conversation you have had on Powerful Steps? 
There have been so many as our guests dig deep. The common thread is they have all been at the top of their careers and a game changing moment or struggle transformed into a live or die moment where they had to dig deep to seek out the answers and translate that challenge into a possibility. The conversation’s become relatable to our audience because they then see these guests as ‘real people’ with ‘real problems’ just like them and it empowers them to take their next powerful step and ownership of the challenge they are facing because they can see clearly that someone else has already walked the path they are currently on and got the breakthrough they are looking for.

Tory wears: Bottega Veneta Round Neck Knit, Paco Rabanne x Kimura Tsunehisa Graphic Skirt, Chloé Lauren Lace Sneakers & Saint Laurent Lou Mini Camera Bag from Parlour X.  

Do you have any personal or professional mentors?
I have had some incredible mentors throughout my career, and they were always based in the US – Chicago, LA and NYC. I loved tapping into their expertise to drive my global ambition and forever grateful for the wisdom they shared as it allowed me to become the woman I am today. The best part is I now share the wisdom they taught me with others through our business and mentoring programs for high octane entrepreneurial women and men.

What advice would you give someone wanting to work for themselves?
The greatest life gift is to back yourself.  Focus on the opportunity and the outcome. You will never look back because the go forward momentum is so awesome.

My second piece of advice is a happy heart is a magnet for miracles.  When you work on yourself from the inside out everything will fall into alignment, and you will be in a position to attract what you deserve.

What’s something you wish that 20-year-old Tory knew?
Those that judge are often reflecting on their own issues.

Tory wears: Maison Poi Tousjour BlazerVictoriana Blouse in RaspberryA-Line Skirt in Salmon, and Bottega Veneta Stretch Mules from Parlour X.

Could you describe your personal style? How has it evolved with you?
My style has evolved as I have evolved. For two decades I was the woman with 60 black designer dress’s blending in because I didn’t want to be seen yet I was the one making the power moves for others propelling them forward in business and life. I was living two lives and Marie Claire Magazine best described it as success and survival. I am no longer that woman and live-in alignment with my truth and that means I can wear what I want whenever I want. I stepped forward and into my power to shine a light for others.

Are there any Parlour X pieces you currently have your eye on?
That will be a very long list...My top 2 pieces are

What are you most proud of?

My daughter Bella who is the light of my life.

What can we expect next from Tory Archbold?
My next powerful step is to launch online programs for female entrepreneurs who want to claim their power in 2022.  Watch this space!

To connect with Tory for a coffee date to learn more about her programs and podcast www.powerful-steps.com

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