Communicating with editors isn’t that much different from communicating with a prospective customer. You need to give editors a reason to buy your jewelry. Their currency is free editorial coverage for you.

Dear Lilian,

I just read your article about finding a jewelry product photographer and I think it is one of the best and most entertaining articles! Thank you for your guidance. I have a question about PR and properly approaching magazine editors in general. Although I have been in the industry a long time, I am launching two collections–one is 18-karat gold/diamond and one is cause jewelry for bullying awareness. I have two separate websites but need exposure. I have no budget to hire a PR team. How would one “emerging” designer get help and, with a zero budget, be in touch with editors? Thank you for any resources or recommendations!
Best Regards,
Alison Nagasue

Dear Alison,

As I was sitting outside on the St. Regis Atlanta patio, treating myself to delicious tea service while enjoying the unseasonable 70-degree March weather that only happens in the south, a man with bushy eyebrows and bushy mustache, wearing round spectacles and smoking a cigar walked past. I immediately dropped my cucumber sandwich sans crust and rushed back to my laptop!

Either you took my suggestion to purchase a Groucho Marx costume before contacting me again to heart, or the gods were reminding me that I’d almost forgotten a dear soul in need of PR advisory! Whichever reason it is, I’m back and ready to finish our last conversation.

When we left off, you were getting some fabulous photography and figuring out what spectacular, intriguing, death-defying, miraculous story you have to tell press to make them take notice of your jewelry collection. How’s that coming, love?

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