ColumnistsMay 09, 2023
Creative Connecting: The Dos & Donts of Pre-Trade Show MarketingColumnistsMay 16, 2023
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.
Duvall O’Steen, left, and Jen Cullen Williams are independent communications strategists and senior consultants for the Luxury Brand Group. They can be reached at DuvallOsteenNYC@gmail.com or Jen@JenCullenWilliams.com.
Ahead of Las Vegas jewelry market week, we decided to ask editors what they want and need in a digital press kit.
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.
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.
Consumer Press
We spoke with veteran jewelry and watch journalist Roberta Naas, who writes regularly for Forbes, the international edition of The New York Times, Elite Traveler, WatchPro, WorldTempus, and many other publications.
Listed below are her top tips for preparing the perfect press kit for consumer journalists, editors, and influencers.
Listed below are her top tips for preparing the perfect press kit for consumer journalists, editors, and influencers.
1. Ensure That Representative or Iconic Image Is Visible Immediately
“To me, the best press kit—especially when sent digitally—has a picture right away in the email so that I can see exactly what the watch or jewelry looks like,” says Naas.
“I don’t need every picture visible. Just one. This way, I can determine immediately how important or how relevant the content is for me. I receive more than 50 press kits on a daily basis. Knowing right away how to file them in terms of priority is key. I am tired of searching press kits and press releases to see what the items look like. If there is no picture—without my having to go to a link—I typically file that press release in the trash bin.”
2. DropBox Link Is Preferred
“Regarding photos and links,” Naas explains, “a link to a DropBox folder for the images is great. It is not OK to send a large WeTransfer file that is hundreds of megabytes or even a gigabyte and expect me to download all of that content onto a laptop. That takes time and uses computer memory storage space. A link to a DropBox folder, with photos organized in folders (high-res, medium-res for digital, lifestyle or single-item shots, etc.) is very user friendly.”
Related stories will be right here …
3. Brief Press Releases With Product Details and Retail Prices
“As to the press release itself, a one pager or two pages maximum is a very manageable size. Many brands think they need to put their entire story into the release. They don’t, unless they are a new company.
“If the release contains watch content, there should be a tech sheet with the details (movement, materials, etc.). If the release is about a jewelry collection, there should also be specifics about each piece: the number and type of stones, the carat weights, etc. Finally, give the retail prices. Let’s face it, if I am writing a story for consumers, they want to know what something will cost them.”
Trade Press
To gauge what trade publications need, we spoke with none other than National Jeweler Editor-in-Chief Michelle Graff to see what is most helpful in a press kit for trade journalists.
1. All Digital
“I would definitely tell designers to go all digital with their press kits; just put everything online and email a link that editors can easily access,” Graff says. “Very few people are interested in hauling around tons of paper or USB sticks anymore.”
2. List of Press Kit Contents
Graff was kind enough to also list the content she likes to see in a press kit. Her should-have items are:
- 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.
Tips from Jewelry Publicists
As seasoned jewelry veterans, the authors of this columns decided to throw in some additional tips of their own.
Select a cloud-based storage for your digital press kit. As mentioned above, a link to a DropBox folder works well. You can also consider Google Drive and FTP sites.
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.
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.
The digital press kit should be organized in such a way that press can view everything but only download the few items that they select or need.
Organize your digital press kit with clearly labeled folders and include your brand name in the title of every folder (for example, Brand X Designer Bio, Brand X High-Res Images, Brand X Lifestyle Model Images, etc.).
Ensure that every product shot begins with your brand name. This way, if journalists or editors download many images from various press kits, they will not be confused about which images are yours (for example, Brand X Earring 201, Brand X Collection 1 Necklace, etc.).
If you are including a press release, be sure to put the release on your digital letterhead and type it up in standard AP format. Always include a date.
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.
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.
Editors' Picks
Sponsored by
For every folder in your press kit that has product images, include a document with pertinent details (descriptions, prices, etc.).
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.
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.
During the shows, be sure to get a business card from every journalist or editor who visits your booth. After the show, you can send a friendly follow-up email with a link to your digital press kit. Save the link in the notes on your smartphone so that you have access to it at all times during the many networking events.
Most trade shows have a press office or publicist that manages media relations. If your company is exhibiting, ask your sales rep if they can connect you with the show’s PR team to see if there are any press opportunities, then drop off a few USB sticks with your press kit or better yet, a press kit flyer with a QR code to download it.
Following these helpful tips makes it easier for the press to use your images. And if you make it easy, you are much more likely to garner some media attention!
More on Columnists
The Latest
MajorsFeb 12, 2026
These 8 Saks Fifth Avenue Stores Are ClosingParent company Saks Global is also closing nearly all Saks Off 5th locations, a Neiman Marcus store, and 14 personal styling suites.
CollectionsFeb 12, 2026
British Museum Raises $5M to Keep Jewel Linked to Henry VIII, Katherine of AragonIt is believed the 24-karat heart-shaped enameled pendant was made for an event marking the betrothal of Princess Mary in 1518.
SourcingFeb 12, 2026
‘Cotton Candy’ Necklace, 35-Carat Kunzite Win 2025 ‘Buyer’s Choice’ AwardsThe AGTA Spectrum and Cutting Edge “Buyer’s Choice” award winners were announced at the Spectrum Awards Gala last week.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
Events & AwardsFeb 12, 2026
Kering Opens Entries for 2026 Sustainability-Focused AwardThe “Kering Generation Award x Jewelry” returns for its second year with “Second Chance, First Choice” as its theme.
Weekly QuizFeb 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsFeb 11, 2026
Halle Berry’s Retro Engagement Ring Is a Sapphire-Set StunnerSourced by For Future Reference Vintage, the yellow gold ring has a round center stone surrounded by step-cut sapphires.
MajorsFeb 11, 2026
Francesca’s Files for Chapter 11 Bankruptcy AgainThe clothing and accessories chain announced last month it would be closing all of its stores.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
CollectionsFeb 11, 2026
Zales Turns Sweethearts Into Jewelry for Valentine’s Day CollectionThe “Zales x Sweethearts” collection features three mystery heart charms engraved with classic sayings seen on the Valentine’s Day candies.
TechnologyFeb 11, 2026
Gemvision Symposium 2026 Slated for AprilThe event will include panel discussions, hands-on demonstrations of new digital manufacturing tools, and a jewelry design contest.
Events & AwardsFeb 11, 2026
TJS Announces Roundtable, Launches New AppRegistration is now open for The Jewelry Symposium, set to take place in Detroit from May 16-19.
SourcingFeb 10, 2026
At Meeting in South Africa, Support for Natural Diamonds Picks Up Steam Namibia has formally signed the Luanda Accord, while two key industry organizations pledged to join the Natural Diamond Council.
TrendsFeb 10, 2026
Bad Bunny Wears Football-Shaped ‘Desert Diamond’ for Halftime PerformanceLady Gaga, Cardi B, and Karol G also went with diamond jewelry for Bad Bunny’s Super Bowl halftime show honoring Puerto Rico.
SurveysFeb 10, 2026
Shoppers to Spend Big on Jewelry This Valentine’s Day, Says NRFJewelry is expected to be the No. 1 gift this year in terms of dollars spent.
FinancialsFeb 10, 2026
Kering Plans Transformation as 2025 Sales Sink 13%As star brand Gucci continues to struggle, the luxury titan plans to announce a new roadmap to return to growth.
SourcingFeb 10, 2026
AGTA To Debut ‘Stuller Color of the Year’ Spectrum Awards CategoryThe new category asks entrants for “exceptional” interpretations of the supplier’s 2026 color of the year, which is “Signature Red.”
Policies & IssuesFeb 09, 2026
U.S., India Trade Deal One Step Closer to Being FinalizedThe White House issued an official statement on the deal, which will eliminate tariffs on loose natural diamonds and gemstones from India.
Events & AwardsFeb 09, 2026
JA Now Accepting Entries for 2026 CASE AwardsEntries for the jewelry design competition will be accepted through March 20.
IndependentsFeb 09, 2026
James Free Jewelers Unveils Revamped FlagshipThe Ohio jeweler’s new layout features a curated collection of brand boutiques to promote storytelling and host in-store events.
TrendsFeb 09, 2026
These 14 Jewels Will Melt Your Heart This Valentine’s DayFrom heart motifs to pink pearls, Valentine’s Day is filled with jewelry imbued with love.
CrimeFeb 06, 2026
Florida Man Sentenced After Selling Fake Native American Jewelry for a Decade Prosecutors say the man attended arts and craft fairs claiming he was a third-generation jeweler who was a member of the Pueblo tribe.
FinancialsFeb 06, 2026
Pandora’s North America GM Departs Amid Executive ChangesNew CEO Berta de Pablos-Barbier shared her priorities for the Danish jewelry company this year as part of its fourth-quarter results.
TrendsFeb 06, 2026
Margot Robbie, Jacob Elordi Wear Matching Cece Jewellery Signet RingsOur Piece of the Week picks are these bespoke rings the “Wuthering Heights” stars have been spotted wearing during the film’s press tour.
MajorsFeb 05, 2026
Pandora to Begin Selling Platinum-Plated JewelryThe introduction of platinum plating will reduce its reliance on silver amid volatile price swings, said Pandora.
SourcingFeb 05, 2026
De Beers Lowers Production Guidance for 2026, Anglo Mulls Another WritedownIt would be the third impairment charge in three years on De Beers Group, which continues to grapple with a “challenging” diamond market.
IndependentsFeb 05, 2026
Borsheims to Undergo Massive Renovation in the Spring The Omaha jewelry store’s multi-million-dollar renovation is scheduled to begin in mid-May and take about six months.
CollectionsFeb 05, 2026
Marco Bicego’s Amethyst Collection Travels to a Purple ParadiseThe “Paradise Amethyst” collection focuses on amethyst, pink tourmaline, garnet, and 18-karat yellow gold beads.
