PR 101: What Editors Want (and Need) in a Press Kit
Duvall O’Steen and Jen Cullen Williams outline best practices for brands to share their work with journalists, editors, and influencers.

As you prepare your brand for trade shows or seasonal jewelry-related holidays, these tips will help you stand out from the crowd and increase your chances of getting press coverage.
Listed below are her top tips for preparing the perfect press kit for consumer journalists, editors, and influencers.
- A one-page bio on the designer or the brand: who they are, where they are from, how they got started in design, what inspires them, and what they think sets their jewelry apart;
- Clearly labeled, high-resolution images showing the jewelry on a white background, as well as select pieces on models for scale and use on social media;
- Accompanying captions with full descriptions (metals, including karatage; gemstones, including carat weights; and retail pricing); and
- Details on how to contact the designer, as well as links to their various social media accounts.
Do not “Share the folder” on DropBox or GoogleDrive with press. Rather, select the option to create a link, allowing anyone with that link to view and download the information and images. Just send the press the link in a thoughtful, brief email.
As mentioned above, keep it brief and avoid adjectives that are opinions. Stick to the facts as you explain the who, what, when, where, why, and how.
Mini-catalogs as PDF files work well or a Microsoft Word document where details can easily be copied and pasted. Be sure that your details document has thumbnail photos of each piece above its description and price. Some journalists have price-sensitive or stone-specific stories (like birthstones), so if you do not include the details, your images may not be considered.
The Latest

The Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.

Agents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.

The designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

The trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.


The organization has also announced this year’s slate of judges.

Associate Editor Natalie Francisco shares 20 additional pieces that stood out to her at the Couture show.

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Lori Tucker started at Williams Jewelers when she was 18 years old.

The “Marvel | Citizen Zenshin” watch is crafted in Super Titanium and has subtle nods to all four “Fantastic Four” superheroes on the dial.

The “XO Tacori” collection was designed to blend luxury and accessible pricing.

Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.

National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.

Signatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.

The winning designs captured the “Radiance” theme.

Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.

The singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.

The bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.

The heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.

The 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week.

The Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.

The historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.

To mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.

The gemstone is the third most valuable ruby to come out of the Montepuez mine, Gemfields said.

Founder and longtime CEO Ben Smithee will stay with the agency, transitioning into the role of founding partner and strategic advisor.

Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.

The top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.