The boss of a recruitment company who used celebrity selfies to grow his business has hit back at claims of self-promotion after being exposed as a failed businessman with a trail of debts across Australia.
Whitefox Recruitment director Luke Hemmings moved his business to the Gold Coast in August in search of new growth opportunities, four years after he and his mother founded the company in Canberra.
He has since been on the front page of a local newspaper as a failed music promoter, real estate agent and businessman whose last failed recruitment venture went bankrupt two years ago. The publication also referenced historical claims that he was once accused of faking his own death.
It comes as former Sunrise presenter David Koch and PR queen Roxy Jacenko claimed they don’t even know him after Mr Hemmings used selfies with them to boost his business in a sponsored media article earlier this year.
Mr Hemmings told Ny Breaking Australia the article accurately reflected his interactions with public figures and insisted the recent “increased media attention” had not had a negative effect on his business.
David Koch (right) claims he doesn’t know who Luke Hemmings (left) is, despite posing for a photo with Whitefox Recruitment director
Just two months before moving to Queensland, Mr Hemmings praised himself as a business leader in an article Canberra City News where he set out his bold ambitions to become the capital’s most successful recruitment agency director.
Mr Hemmings revealed he had overcome numerous setbacks, including a life-changing event that “almost shattered my dreams” and cast a dark shadow over his future.
It also includes selfies of Mr Hemmings with former Sunrise presenters Samantha Armytage and Koch, along with Ms Jacenko as he bragged about his connections.
“Over the years I have had the opportunity to interact with some of the best operators in the country, including Samantha Armytage, David Koch and Roxy Jacenko,” the article said.
Koch claimed he had “no idea who that guy is” when contacted about his connections to Mr. Hemmings.
“We would have taken thousands of these photos in the same way over the years,” the business expert told the newspaper Gold Coast Bulletin.
“It’s really annoying that someone in this situation would use an image of me to infer a closer relationship, association or approval.”
Roxy Jacenko (right) does not know Luke Hemmings (left) personally, but confirmed the pair had previously crossed paths during her business seminars
Luke Hemmings has hit back at claims he used celebrity selfies to further his business interests
Koch believes the photo of him with Mr Hemmings was taken during a book signing with fans at Seven’s studios in Sydney.
Ms Jacenko also claimed she did not know Mr Hemmings, but admitted she had met him previously at her business seminars.
“He has always been very kind and friendly,” she said.
Mr Hemmings told Ny Breaking Australia on Friday that the Canberra article accurately reflected his interactions with public figures, adding that he had drawn inspiration from Koch, Armytage and Jacenko.
“This was not intended to imply personal friendships nor to promote oneself unnecessarily,” he said.
He added that it was important to note that the selection of photographs used was made by Canberra City News.
Mr. Hemmings acknowledged that he may not have a personal friendship with Ms. Jacenko, but confirmed that their paths had crossed professionally.
“Her recognition of our meetings during her business seminars, where she described me as ‘very nice and friendly,’ confirms our professional acquaintance,” he added.
Luke Hemmings (right) is also inspired by former Sunrise presenter Samantha Armytage
Mr Hemmings admitted that while reports of his troubled past “brought back issues from 2012”, he insists the effect on his business has only been positive.
“Interestingly, despite its questionable intentions, this increased media attention has had a positive impact on my business,” he told Ny Breaking Australia.
“It has significantly increased our website traffic, social media engagement and overall brand visibility.
“I remain committed to conducting my business ethically and transparently, and I remain open to addressing any legitimate concerns or questions regarding my professional conduct.”
Whitefox Recruitment director Luke Hemmings (pictured) moved his business from Canberra to the Gold Coast in August
