Written by Amy Daley, Co-founder of SARTORI | March 2026

When Kyllin and I started SARTORI, we didn’t know exactly what it would become. Only that we wanted to build something meaningful around people, not just profiles. There’s a moment in any business where you realise you’ve outgrown the version of yourself that people still recognise. Not because it was wrong, but because it no longer tells the full story.

A decade in, that’s where we found ourselves. This year, SARTORI turns 10. And with that came a decision that, from the outside, might look simple: a rebrand.

New look. New feel. New direction.

But the reality is – it wasn’t a decision at all. It was an alignment.

What a Decade Actually Looks Like

When we started SARTORI, we were representing athletes. The idea was born the day I wrote on a Post-it note: Build athletes as personal brands.

Soon after, I met Kyllin. On day one of meeting, we both knew something special was going to evolve.

Our first signing was Alyssa Conley.

At the time, we didn’t fully have the language for it yet — but what we were really doing was helping people navigate visibility. Helping them understand how they show up, what they stand for, and how to build something that lasts beyond a single moment, contract, or campaign.

Over time, that work expanded across sport, lifestyle, and media, but the core challenge never really changed.

We’ve had the privilege of working with talent at different stages of their careers, from early potential to established names. Including Letshego Zulu and Carolann Lowe today, and previously athletes and personalities like Lebogang Manyama, Brian Baloyi, KO (Mr Cashtime), Lenize Potgieter, Zanele Vimbele, Zintle Mpupha, and Ine-Mari Venter, to name a few.

Different journeys. Different pressures. Different ambitions.

But always the same underlying question:

How do you build a career when your work is lived in public?

And more importantly: How do you do it in a way that is authentic, structured, intentional, and sustainable?

The Gap Between Perception and Reality

From the outside, this industry can look simple:

• Post content
• Grow a following
• Work with brands

But a decade in, what we’ve seen consistently is how quickly things can move without the right foundations in place.

• Visibility moves fast
• Opportunities come quickly
• Expectations are often unclear

And without structure, momentum can quickly turn into exposure.

That’s where our role deepened over time:

• Guiding decision-making, not just deals
• Protecting reputation, not just reach
• Building long-term positioning, not just short-term visibility

The work matured. And eventually, it became clear: The brand needed to catch up.

Why We Rebranded

The rebrand wasn’t about changing who we are. It was about finally reflecting it. Properly.

Over 10 years, SARTORI has become more than a talent agency. We are a partner in building careers that are visible, influential, and, most importantly, sustainable.

We often use the word family. And that’s intentional.

The idea of tailoring has always been at the core of what we do. No two people are the same. No two careers should be managed the same way.

But now, that idea is clearer:

• More intentional
• More structured
• More aligned with the level of work we’re doing behind the scenes

This rebrand brings that to the surface.

What Hasn’t Changed

In many ways, the most important parts of SARTORI are exactly the same as they were on day one.

We still believe that:

• Influence is built on trust, not just visibility
• People are not products; they are individuals with nuance, ambition, and limits
• Long-term thinking will always outperform short-term gain

And through every stage, from our first signing to the talent we work with today, that belief has held.

Because this work is personal. And its impact is long-lasting.

What This Signals Going Forward

If the first decade was about learning, building, and understanding the space, the next is about raising the standard within it.

For talent:

• More clarity
• More structure
• More protection

For brands:

• More thoughtful partnerships
• Better alignment
• Longer-term thinking

And for us: A continued commitment to doing this properly, even when it’s not the easiest or fastest path.

Closing Thought

A decade in, there’s a real sense of pride in what’s been built. But even more than that, there’s clarity on what’s still to come. Rebrands often focus on what’s new. For us, this was about being honest about what already exists. The depth of the work, the responsibility that comes with it, and the belief that careers built in the public eye deserve more care, more structure, and more intention than they’re often given.

We’re grateful for the lessons – and for what is still to come.

A decade in, and in many ways, we’re only just getting started.

Amy Daley | Co-founder of SARTORI | amy@sartori.co.za