How to Get Press
for Your Jewelry Product

© by Anne Rush; all rights reserved

Finding ways to get press, promote your work and your brand is a full time job in itself.

Through my website I have had the pleasure of discovering so many talented designers who not only create gorgeous jewelry but have put together really great web sites that reflect their individual style as well.

Tai Knots Jewelry gets a lot of press:
just a small portion of Rachel Norman's press page.

I asked a few friends and designers how they have gone about getting their products promoted, and thought I would share it with you here:

Find the Right Connections

Design manager Cheryl McDonnell at Liz Claiborne found that contacting stylists at various publications worked for her.

She says that the key to success is being aware of the trends, and supplying the publications with what they will need based on the latest colors and themes in fashion.

Create a Press Kit

Lee Catalan of Noir suggests a simple but impactful press kit which you can send to the accessory editors of magazines.

A press kit should include photos of your work, a bio of yourself, history of your business, and contact information.

Sending a jewelry sample along with it can also be a help.

Cold-Calling Works

Of course making the connection is really the key, so I asked someone who has had a great deal of press for her line how she does it.

In her own words, here is how Rachel Norman of Tai Knots Jewelry has made it happen:

It's sometimes a challenge to get press, especially when you have a tiny budget for PR and marketing.

What I've done that has worked is to call the magazines / newspapers / TV stations / radio stations that I'd like some press from, and let them know who I am.

Of course, the most important thing is to find out who is the best person to speak with. Usually I call and say,

"Hi, I'm a fashion jewelry designer from Gatineau Quebec and I've been in business for over 5 years. My designs are sold at over 50 stores across the country, and I'm curious to find out how I can get a piece of my jewelry into your magazine. Can you tell me who I need to speak with about that?"

Or something of the sort.

It's worked so far, and they usually connect you with the right person. It's normally a matter of finding out what they need for the stories they're working on, vs. trying to tell them what you think would work well for them.

Just ask what they're working on, and if they need any jewelry for it.

They'll sometimes ask for you to send off some samples of specific colors or styles, and you include a self-addressed stamped envelope for them to ship them back. They photograph them, and then send them back to you when they're done - it's perfect and so easy.

Rachel Norman's Tai Knots Jewelry.

She really does make it sound easy. You can find the names of all the department editors inside the magazines you are interested in, or online at their web sites.

Taking the time to let people know who you are is important to the success of your business. Your personal story makes your brand unique and adds an emotional connection that can earn you a loyal following.