She was just a 17-year-old business owner, reacting to the Federal Budget the same way the rest of us were: with a mix of disbelief and dark humour.
But what happened next is one of the most powerful examples of earned media I've seen in my entire career as a journalist and media trainer. And it has everything to teach small business owners about the power of a well-timed story.
Sienna Jovcevski is the founder of Tweeny Skin, a skincare brand she launched at just 12 years old after she couldn't find products formulated for her age group. She's now 17, she's been running her business for five years, and earlier this year, she and her mum completed the Media Masters Academy as part of our 2025 cohort.
She is, in every sense, exactly the kind of founder journalists love: young, articulate, solving a real problem, with a story that writes itself.
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