ABOUT AZPR
AZPR was founded by Arsalaan Mukadam in 2016. Offering a highly effective, bespoke approach to PR, utilising all the strengths of a big agency, we work closely with each client to craft tailored strategies and campaigns that effectively tell their story to the right audience. AZPR is built up of a team of PR and marketing specialists, who combined, bring over three decades of experience to every client. Under Arsalaan’s leadership, AZPR has carved out a niche representing the best of British interiors brands and design studios - those committed to craftsmanship, ethical production, and timeless design. Arsalaan’s passion lies in championing homegrown talent and helping independent brands grow through smart, strategic communications. From launching the first British-Burmese homeware brand in the UK, to securing major coverage for emerging designers, he thrives on seeing his clients’ stories brought to life in a meaningful way.
Arsalaan Mukadam - Founder and Director
Arsalaan began his career in 2013 as a womenswear PR intern at Marks & Spencer, quickly securing a permanent role before following his true passion—interiors. Building strong relationships with key editors and journalists early on, he laid the groundwork for a career defined by results-driven media strategies and standout brand storytelling. Agency-side, Arsalaan worked on high-profile accounts from John Lewis and sofa.com to Pooky Lights, before freelancing for top agencies on campaigns for KitchenAid, Andrew Martin, Arlo & Jacob, Brintons, and Sofa Workshop.
Sophie Hughes
Starting out at The Conran Shop (where she bought her first design icon, a Panton chair), Sophie has worked with some of the UK’s best names in interiors. With both agency and in-house experience, she has made her name building stories about brands and relationships with the right people to share them. From heritage retailer, Heal’s and design-led furniture and lighting brand, Case Furniture, to building US brand West Elm's presence in the UK, Sophie's experience is extensive. A believer in a multi-touchpoint approach to comms, Sophie is a brand marketing pro, a PR expert and knows the right tastemakers for maximum impact.
Daniel Boden-Wilson
Daniel is a trusted brand marketeer, passionate about crafting creative storytelling and bringing like minded brands, tastemakers and journalists together. Initially establishing his successful career within PR with clients including John Lewis, Dan developed his role and experience into the brand marketing space with industry leaders, Neptune and Heal's. Specialising in creating impactful campaigns, Dan is a creative mind like no other. His ability to see beyond what's on the page and bring creative concepts to life is truly impressive, leading to exciting immersive brand experiences.