A decade-long run at Purple New York has officially come to an end for Jocelyn Cash.

The 39-year-old fashion communications executive has left her role as SVP after more than 10 years overseeing media relations for the agency’s fashion division.

Her next stop? AYR.

It’s a familiar name for Cash, having previously managed communications for the independent label while at Purple. She officially joined the company on August 24.

AYR, founded by Maggie Winter in 2014, built its identity around timeless women’s essentials before branching into menswear. Today, the label has moved away from its former physical retail locations and is focused entirely on e-commerce and direct-to-consumer sales.

Cash’s move is more than a job change, it’s a switch from championing brands externally to helping shape one from the inside.