With almost 20 years of international experience in fashion, beauty and lifestyle PR, Amy Billington-Li has built her career helping brands find their voice, tell compelling stories and earn the recognition they deserve.

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Her career began working on campaigns for household names including John Lewis, Avon Cosmetics and Honda Racing, before taking her into fashion styling and television in Sydney. Having worked across London, Hong Kong and Australia, Amy returned to the UK and founded Lucky 8 PR in 2014.

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Her vision was simple: to make the creativity, connections and expertise of a leading PR agency accessible to ambitious independent brands, with a more personal, hands-on approach.

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Since then, Amy and her team have helped hundreds of female-founded businesses build their profiles, securing coverage across publications and platforms including Vogue, Forbes, Harper's Bazaar, The Telegraph, BBC, Sky News and ITV.

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Today, Lucky 8 PR brings together experienced senior PR professionals with backgrounds working for some of the world's best-known brands. Amy remains closely involved in client campaigns, combining creative thinking, strong media relationships and strategic storytelling to deliver coverage that builds credibility and supports business growth.

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A passionate advocate for female entrepreneurship, Amy also founded The Female Founders PR Academy to give women the knowledge, confidence and practical skills to take control of their own publicity.

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For Amy, great PR has always been about more than getting a brand into the press. It's about understanding the people and passion behind a business, telling stories that resonate and creating opportunities that make a lasting difference.