Exploring Life & Business with Brian Daniel of The Celebrity Personal Assistant Network
The beginning
Hi Brian, so excited to have you on the platform. So, before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Since the early 1990s, I have been working with celebrities and high-net-worth families in a variety of capacities (but all part of the service industry). When I first moved to Los Angeles, I was a personal trainer in the Beverly Hills area. The gym was right down the street from 20th Century Fox Studios; so, I worked with a lot of film stars, producers, directors, and other types that are part of the entertainment industry.
Next, I moved into hospitality and worked at some of the premier properties in the Los Angeles area — ones especially known for their celebrity clientele. While working in hospitality with VIPs, people started asking me to do personal assisting on the side, and that eventually turned into a full-time profession for me.
During my tenure as an Executive Personal Assistant, I worked for Hollywood A-list, millionaires, billionaires, American aristocracy, and even royalty. In 2007, right before the financial crisis, I decided to take a step back and become an elite recruiter for the world’s best personal assistants.
I noticed a gap in the staffing industry. Most domestic agencies are “jack of all trades” operations and they don’t specialize in assistants, so I decided to start the world’s first firm dedicated to the profession. That's when The Celebrity Personal Assistant Network was born.
Since the early 1990s, I have been working with celebrities and high-net-worth families in a variety of capacities (but all part of the service industry). When I first moved to Los Angeles, I was a personal trainer in the Beverly Hills area. The gym was right down the street from 20th Century Fox Studios; so, I worked with a lot of film stars, producers, directors, and other types that are part of the entertainment industry.
Next, I moved into hospitality and worked at some of the premier properties in the Los Angeles area — ones especially known for their celebrity clientele. While working in hospitality with VIPs, people started asking me to do personal assisting on the side, and that eventually turned into a full-time profession for me.
During my tenure as an Executive Personal Assistant, I worked for Hollywood A-list, millionaires, billionaires, American aristocracy, and even royalty. In 2007, right before the financial crisis, I decided to take a step back and become an elite recruiter for the world’s best personal assistants.
I noticed a gap in the staffing industry. Most domestic agencies are “jack of all trades” operations and they don’t specialize in assistants, so I decided to start the world’s first firm dedicated to the profession. That's when The Celebrity Personal Assistant Network was born.
The journey
I’m sure you wouldn’t say it’s been obstacle free with your agency, but would you say the journey have been a smooth road?
It certainly wasn’t smooth. Right after I started, the financial crisis of 2008 hit the world. In additional to that, specializing in personal assistants and estate managers limits income possibilities. Other employment agencies who don’t specialize can be all things to all people, so they don’t have to depend on just one revenue stream. Having said all of that, I believed in the concept, and I stuck with it. As far as I know, I’m the only consultancy in the world who specializes only in personal assistants to celebrities and high-net-worth families.
It certainly wasn’t smooth. Right after I started, the financial crisis of 2008 hit the world. In additional to that, specializing in personal assistants and estate managers limits income possibilities. Other employment agencies who don’t specialize can be all things to all people, so they don’t have to depend on just one revenue stream. Having said all of that, I believed in the concept, and I stuck with it. As far as I know, I’m the only consultancy in the world who specializes only in personal assistants to celebrities and high-net-worth families.
How our agency is different
Let’s talk business. Can you tell our readers more about what sets you apart from other staffing agencies?
There were a series of events in my personal life that inspired me to start my domestic staffing firm. Among them, my visits to several of the top employment agencies in Los Angeles. After my two-year role with the Saudi Royal Family came to an end, I started interviewing with domestic staffing agencies to find my next job.
In the past, I had done everything on my own through networking. I really can’t explain in words how shocked and appalled I was by the treatment I received at the “prestigious” staffing agencies during the interview process. The level of arrogance and unprofessionalism was breathtaking.
In hindsight, I was actually happy that it happened because it inspired me to start my own staffing consultancy. I knew there was a better way to do it, and my personal assistant agency is special in so many ways:
I literally wrote the book on the elite personal assistant industry and have inspired hundreds of candidates to change or elevate their careers. The one thing I’m most proud of is that I never "sold out" — meaning that I stuck to my original concept and wasn’t a “Jack of all trades agency.”
I specialize in the roles that I know most about. Other agencies have tens of thousands of candidates in their computers and can get you anything from birthday clowns to magicians. They are commission factories and their service — for the most part — is impersonal.
There were a series of events in my personal life that inspired me to start my domestic staffing firm. Among them, my visits to several of the top employment agencies in Los Angeles. After my two-year role with the Saudi Royal Family came to an end, I started interviewing with domestic staffing agencies to find my next job.
In the past, I had done everything on my own through networking. I really can’t explain in words how shocked and appalled I was by the treatment I received at the “prestigious” staffing agencies during the interview process. The level of arrogance and unprofessionalism was breathtaking.
In hindsight, I was actually happy that it happened because it inspired me to start my own staffing consultancy. I knew there was a better way to do it, and my personal assistant agency is special in so many ways:
- We only place full-time, permanent positions (no temp jobs or part-time gigs)
- Most of the jobs we place are in the $100,000 range (and up)
- We don’t do any advertising whatsoever (all clients are referrals, or they come to us)
- I’m the world’s only headhunter that has worked with celebrities, billionaires, and royal families
I literally wrote the book on the elite personal assistant industry and have inspired hundreds of candidates to change or elevate their careers. The one thing I’m most proud of is that I never "sold out" — meaning that I stuck to my original concept and wasn’t a “Jack of all trades agency.”
I specialize in the roles that I know most about. Other agencies have tens of thousands of candidates in their computers and can get you anything from birthday clowns to magicians. They are commission factories and their service — for the most part — is impersonal.
The future of the agency
Any big plans?
Right now, I’m looking into opening two offices overseas since so much of my business comes from the Middle East, Asia, and Europe. I have pretty big plans for 2023 but can’t make any official announcements yet.
Right now, I’m looking into opening two offices overseas since so much of my business comes from the Middle East, Asia, and Europe. I have pretty big plans for 2023 but can’t make any official announcements yet.
This article first appeared in Voyage LA and was updated in 2024
