Submitted by Katie Hellmuth on | 0 Comments
A jewelry designer has a special challenge of remaining inspired to create collection after collection, and to sell those pieces. Most jewelry is a work of art for the designer, and when the designer wants to take it to market and make a business out of it, they've entered into a whole new ballgame.
The second biggest thing a jewelry designer must remain inspired to do is to get the word out about their business, namely in the press. In the beginning, a jewelry designer often wears the PR Agency hat, and does their own press, as does Emily Kolins, the founding designer behind Emily Elizabeth Jewelry. You've read about her before in other SNAGGED! series articles because her idea center for sending editors reasons why they should cover her brand is never dry. Here Emily tells us how she landed People StyleWatch after months of hearing no response.
How often have you been working on your own PR?
About two years.
What press opportunity did you snag and how did Tin Shingle contribute to your success?
Tin Shingle's "ongoing leads"- There is no other way I would've known the contact!
How long did the entire process take?
I had reached out a few times over the year without a response from the editor. On a whim, I realized I should reach out again because it was holiday time, and I'd love the sales, and my pitch finally worked! I heard back in a few hours.
Can you walk us through the process, from pitch to placement?
I pitched my general Black Friday pitch, but upped it exclusively to 50% off instead of 40%
SEE ALSO: [Audio Class] How to Pitch the Press to Promote Sales for Black Friday, Small Business Saturday and Cyber Monday
Did you learn anything through this process that you can share with other small business owners?
Sometimes throwing out a pitch even when you've gotten no response can work! Just make sure you tailor what you're pitching so that particular editor will find it interesting at that specific moment.
What made your pitch extra special? What type of highlights did you include in your pitch to make it stand out? Was your subject line snappy or clever?
The deal I promoted was 50% off on almost all items in my estore. I made sure I showed holiday-esque pieces in my pitch that would look visually inciting.
This article is part of Tin Shingle's #SNAGGED! series, where Pro-Members of Tin Shingle are interviewed about how they got press using their Tin Shingle membership. A membership with Tin Shingle gives small business owners instant-access to tools that help them get the word out about their business in the press and online. Click here to learn more about membership.
