Founded by childhood friends Sarah Nelkin and Tiffany Rafii in 2009, UpSpring PR has become one of the most respected PR + digital firms in the design, architecture and real estate industries. 


It's always a unique challenge to build something from the ground up, but like many of our clients, our leadership grew this company with passion, hard work, and a team so dedicated that we call them "lifers."



Sarah Nelkin

Tiffany Rafii

The Team

Jana Montero
Vice President - Communications

Ashley Bond
Associate Vice President

Cody Suher
Senior Communications Director

Addie Godwin
Associate Communications Director

Matthew Marin
Account Executive

Allie Murphy
Account Executive

Casey Lamkin
Account Coordinator

Jennifer Fiorenza
Vice President - Managing Director

Caroline Saba
Associate Vice President

Samantha Kanter
Communications Director

Ashley Guttuso
Senior Account Executive

Selin Ashaboglu
Account Executive

Sarah Bell
Assistant Account Executive

Karla Checo
Office + Finance Administrator

Vanessa Stone
Senior Communications Director

Christina Robitaille
Associate Communications Director

Francine Weiss
Senior Account Executive

Ashley Howie
Account Executive

Tyler Weatherly
Account Coordinator



We love our clients...and our clients love us

Serving over 50 clients, UpSpring PR represents architecture, real estate, and design firms as well as product manufacturing companies all over the world. Whether our clients have global offices, serve markets internationally, or look to expand locally, we listen and strategically implement a communications plan that helps them grow. As you'll see in these testimonials, our clients are our family, their success is ours, and we wouldn't have it any other way. 


Wilson Associates

"Working with UpSpring is so much more than just hiring a PR firm – they’re an extension of your communications team. We’ve increased our media placement tenfold, have secured keynote speaking engagements, and honed our awards submission strategy with great results, all in less than one year(!), and I could not have done this alone without UpSpring’s expertise and efforts. Plus, they really are such an amazing, enthusiastic, friendly group of people to work with – my Dream Team!"

- Amanda Tower, Global Communications and Branding

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"I knew PR was an important element of the overall marketing strategy, and one we would need to eventually address. Like most services, I never expected we would find the right fit from the get go (even though we gelled on the first meeting with UpSpring). We have now been working with UpSpring for a little over a year, and we are no longer the same company. Our brand awareness has expanded rapidly, we have seen exposure in top publications, traffic on our website has more than doubled, inquires have soared, and sales are growing in step with the market's awareness of our products and business. Granted, we were ready to work with a good PR firm, but we did not expect the level of attention, motivation and genuine partnership that we received from UpSpring.

Tiffany had told us early on to consider UpSpring as a full-time member of the team. I thought that was a financial comparison, but in fact, it was much more about the closeness, trust and dedication that we would come to expect from their team. But above all, what has impressed me the most, is the level of understanding that they have acquired of our business in such a short time. Because of that, I trust the whole team at UpSpring, blindly with my business. We have since expanded our cooperation to include digital support and look forward to the years to come. Thank you guys!"

- Shant Madjarian, Founder and Creative director

Nemo tile

"UpSpring PR's expertise is unparalleled and invaluable. As a company that works with consumers and designers across the commercial, residential and hospitality industries, we were unsure of our ability to find a firm that could create a strategic multi-faceted approach. The firm does a tremendous job building our brand, driving home our messaging, and promoting our people and product offerings. UpSpring has the rare combination of being well-versed in architecture, design and communications to draw the media's attention. With that said, they've become our partner far beyond pitching our products and story to the press, they've completely integrated themselves with our sales, design and marketing teams. They're just the best at what they do."

- Matt Karlin, President/CEO


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“The key to smart business is identifying and working with the best talent available and without question the best PR talent is at UpSpring PR. We are not simply clients; we are partners working to better our business across multiple media avenues. UpSpring gets us in front of the right people through speaking, video and print opportunities, expanding the reach and effectiveness of our design message. We cannot imagine where our business would be or where it would be going without UpSpring PR.”

- David Shove-Brown, Partner


UpSpring PR has represented IIDA NY for nearly 4 years. In that time, the team has not only done an impressive job with ideation and securing varied placements for our members and year-round events, but even more importantly, has navigated the nuances of our volunteer organization incredibly well. They're writers, connectors, and specialists in the design industry. Jana and the rest of the UpSpring team have become an integral part of the IIDA family and we couldn't imagine a better partner to help share our story.

- Alan Goodin, Executive Director

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