Throughout her career, Zoë Richards ’15 has used her expertise in communications to help brands tell their stories to the world. She’s held positions at companies like Timberland and Small Girls PR since graduating from Roanoke College. Today, she’s the director of public relations and communications at Rothy’s, a footwear and accessory company that makes its shoes out of recycled plastic water bottles. In this Q&A for Roanoke College Magazine, Richards reflects on her time at Roanoke, what she’s learned throughout her professional career and what she loves about working at Rothy’s.
Q: Zoë, how did you end up at Roanoke?
I’m from New Hampshire, and I knew that I wanted to experience a different part of the country for college. When I visited Roanoke’s campus, it immediately felt right. The campus was beautiful, and I loved the small class sizes and focus on critical thinking (especially the discussion-based learning, which more than a few of the professors I met with emphasized). I wanted to be in classrooms where ideas were explored and debated, not just absorbed. Roanoke offered that.
Q: How do you think your Roanoke College experience helped shape you for your career journey and the role you’re in today?
Roanoke gave me a strong foundation for how to think, communicate and engage with others. Working as a tour guide, supporting the Panhellenic Council during sorority recruitment and serving as vice president of philanthropy for Delta Gamma Fraternity at Roanoke all taught me how to lead with empathy, speak with confidence and bring people along with me. I was also fortunate to work-study for Gil Dunn, a professor who encouraged me to study data analysis alongside communications. At the time, it felt like a stretch, but it became one of the most valuable parts of my education. Learning to pair data with storytelling continues to shape how I approach public relations, leadership and decision making today.
Q: I see on your LinkedIn profile that you held positions at both Timberland and Small Girls PR before joining Rothy’s. I believe we build relevant skills in every job we hold, even the most entry-level. What would you say are the most important things you learned leading up to your position at Rothy’s?
I learned early on that you’re never done learning. In my first roles, I paid close attention to how the people around me worked, how they handled feedback and how they built relationships, and I tried to apply those lessons myself. I also learned to welcome feedback, even when it was hard to hear, because it’s one of the fastest ways to grow. Early in your career, showing up prepared, working hard, being vocal about your work and bringing a good attitude every day really matters. Just as important, I learned the value of kindness. Public relations is a relationship driven business, and how you treat people stays with them. My first boss at Timberland became a mentor and later helped me land my role at Small Girls PR, which reinforced for me that trust, generosity and strong relationships compound over time.
Q: Please tell us about your role at Rothy’s, what all it encompasses, and what kinds of activities you might be part of on a typical (or even slightly more exciting) day there?
I oversee PR at Rothy’s, which means shaping how the brand tells its story and shows up in the world. My role spans press strategy, partnerships, executive communications and brand storytelling, and it’s deeply collaborative across teams like marketing, creative, retail and product. On a typical day, I might be focused on media outreach, prepping leaders for panels or interviews, managing the details of an upcoming event or fine-tuning a product launch. On the more exciting days, that work can culminate in launching a new product into the world after months of preparation or hosting a brand activation where everything comes together. No two days look the same, which is part of what makes the role so fun.
Q: What is it about Rothy’s mission that attracted you to join their team and makes you motivated and fulfilled on a daily basis?
I’ve always loved being outdoors. From Nordic skiing and hiking to swimming and bouldering, nature has played a big role in my life, and alongside it a deep concern about what we’re doing to the planet. What drew me to Rothy’s was that sustainability is not an afterthought or marketing fluff. We’re a footwear and accessories brand built around thoughtful design and responsible manufacturing, and sustainability is built into how the company operates, all the way down to the zero-waste manufacturing method our founders pioneered.
I love working for a brand that believes great design and doing the right thing can go hand in hand; that approaches sustainability with optimism rather than guilt. Being part of a team that’s constantly pushing to do better while creating products people genuinely love makes the work feel meaningful every day.
Q: What have you found is different/unique about working in PR for an apparel company versus some other type of company?
Fashion is deeply personal. What people wear is tied to identity, confidence, and emotion. PR in apparel requires cultural awareness, taste and intuition, in addition to strong communication skills. You’re not just sharing information. You’re building trust, connection and relevance.
Q: Any advice for current Roanoke College students looking to enter the public relations world, particularly in apparel?
Stay curious and open. Write often, pay attention to culture and don’t be discouraged by starting in roles that feel small. Seek out mentors, ask thoughtful questions and focus on building real relationships. Those things tend to matter more than titles, especially early on.
Q: Most important question of all: How many pairs of Rothy’s do you own and please describe your favorite pair!
I have more pairs than I probably need. My favorites are our clogs. I have them in the cheetah print and wear them constantly. I also have a soft spot for our Mary Jane, which was the first time we had a shoe truly go viral. It was exciting to be part of that moment and see it take off.