If you've spent any time on TikTok or Instagram lately, you’ve probably seen her. Victoria Hiegel—the girl with the impeccably curated life, the aesthetic coffee runs, and the "Day in the Life of a Personal Assistant in NYC" videos that seem to polarize every comment section she touches. People are obsessed. They want to know the brand of her boots, sure, but mostly they want to know the mystery behind the payroll. Who does Victoria Hiegel work for? It's a question that has sparked intense Reddit sleuthing and endless speculation. Is she working for a high-powered tech mogul? A mysterious fashion editor? Or is the whole "assistant" thing just a clever bit of lifestyle branding?
Honestly, the answer is a mix of corporate reality and the modern influencer hustle.
The Mystery Boss: SJD Capital and Stephen Doyle
For a long time, the internet's favorite pastime was trying to unmask the person behind the errands. Victoria's content often features her picking up specific, high-end items—black cutlery from multiple stores, obscure organic groceries, or luxury gifts.
While she keeps the names out of her mouth in her videos, digital footprints are harder to scrub. According to various deep dives and career networking platforms, Victoria Hiegel is associated with SJD Capital, an investment management firm.
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The man at the helm of SJD Capital is Stephen Doyle.
This aligns with the frequent mentions in online forums like r/NYCinfluencersnark, where users noted that her professional history linked directly back to Doyle’s operations. It makes sense. In the world of ultra-high-net-worth individuals, the line between "Executive Assistant" for a firm and "Personal Assistant" for the founder and his family is basically non-existent. You aren't just managing a calendar; you're managing a life.
Why the secrecy?
Privacy is the ultimate currency in NYC's elite circles. If you’re a private equity or investment heavyweight, you probably don’t want your personal errands—or the fact that you needed someone to hunt down specific black forks—broadcast to millions.
Victoria manages this tension by focusing the lens on herself. She isn't showing the boss; she's showing the vibe of being the person who makes the boss's life work.
The "Personal Assistant" Brand vs. Reality
There is a persistent theory that Victoria Hiegel might be her own boss. Or, at least, that the "assistant" content is more of a character than a job description.
Some skeptics argue that she’s "shopping for herself" or that the errands are staged to fit a specific aesthetic. However, the sheer volume of her work and the specificity of her tasks suggest there is a real employer involved. You don't just "pretend" to spend four hours looking for a specific vintage lamp for a client unless there's a paycheck at the end of that tunnel.
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That said, Victoria is definitely a dual-threat professional.
- The Day Job: The PA work for the Doyle family/SJD Capital.
- The Dream: Her career as an aspiring singer-songwriter.
- The Side Hustle: Her massive social media presence and gift curation.
She’s basically the 2026 version of a "slasher." Assistant/Singer/Influencer.
More Than Just Picking Up Laundry
What’s interesting about Victoria is how she’s rebranded what a personal assistant actually does. Most people think of it as a thankless, "Devil Wears Prada" style nightmare.
She makes it look like art.
In her videos, she describes herself as a Gift Curator and Stylist. This isn't just word salad. It reflects a shift in the industry where high-level assistants are expected to have refined taste. She isn't just buying a gift; she's sourcing a 1-of-1 artisanal vase that fits the recipient's exact "energy."
The Singer-Songwriter Angle
Don't get it twisted—Victoria doesn't plan on being an assistant forever. She has been very open about her musical ambitions. Influenced by the likes of Taylor Swift and Sara Bareilles, she’s been writing songs since she could hold a pen.
For her, the NYC assistant gig is the "hustle phase." It pays the rent in one of the most expensive cities on earth while she builds her own brand. In January 2025, she was spotted at "The Z-Suite" premiere in New York, proving she’s already crossing over from the "person behind the scenes" to the "person on the red carpet."
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The Actionable Truth for Aspiring Assistants
If you're looking at Victoria's life and thinking you want her job, you need to understand the reality of who she works for and how she does it.
- Discretion is Key: Notice she never tags her boss. If you want to work for high-profile individuals, your mouth stays shut about their private lives.
- Aesthetic Matters: In 2026, being an assistant is often about "visual management." Can you curate a home or a gift bag that looks like a Pinterest board?
- Use the Job to Build the Job: Victoria uses her "boring" work day to create content that fuels her actual passion.
The mystery of who Victoria Hiegel works for is technically solved (SJD Capital/Stephen Doyle), but the real story is how she’s used that role to make sure, eventually, people are working for her.
If you're trying to track her career, keep an eye on her music releases rather than just her grocery hauls. The assistant role is the foundation, but the "Victoria Hiegel" brand is the skyscraper she's currently building.