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.
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
Policies & IssuesOct 08, 2026
Third Wave of IEEPA Tariff Refunds Begins This round of tariff refunds is for importers that have sued over IEEPA tariffs in the Court of International Trade and won.
CollectionsOct 08, 2026
Brent Neale’s New Collection Goes ‘Back to Basics’It revisits the brand’s most requested silhouettes, from "Pillow"-set necklaces and bracelets to "Signature"-set rings and earrings.
SourcingOct 08, 2026
Ethical Gem Fair Heads Back to BrooklynThe trade-only event includes buying opportunities as well as educational sessions on artisanal mining, the new Paraíba source, and more.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
Events & AwardsOct 08, 2026
Pattons Fine Jewelry Sweeps Local Design ContestAra Chanakian, a jeweler at Pattons, took home top honors in every category at Jewelers of Louisiana’s annual jewelry design competition.
Weekly QuizOct 08, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsOct 08, 2026
Reba McEntire’s Jewelry, Watches Head to Julien’s AuctionsThe live charity benefit sale in Nashville will also feature gowns, boots, and other memorabilia from the country music legend.
Supplier BulletinOct 08, 2026
Overnight Mountings’ Bridal Builder Helps Jewelers Turn Custom Design into a Hands-On Selling ExperienceSponsored by Overnight Mountings
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
Policies & IssuesOct 07, 2026
The Plumb Club Amplifies Its Voice as Geopolitical Pressures MountThe supplier organization recently joined JA and JVC to have more input on political issues affecting the jewelry industry.
CollectionsOct 07, 2026
Blue Nile, Royal Asscher Collection Highlights Natural Diamond BeautyBlue Nile, a Signet Jewelers-owned brand, is now Royal Asscher’s exclusive licensed retailer in North America.
CollectionsOct 07, 2026
4 Standout Pieces in Audemars Piguet’s First High Jewelry Collection “Royal Oak” pays homage to the brand’s most popular watch model using 18-karat gold as well as diamonds, emeralds, and sapphires.
MajorsOct 07, 2026
Empire Safe & Vault Promotes Juan Morales to CEOAs part of the transition, Joseph Nicosia has stepped into the role of COO.
SourcingOct 07, 2026
AGTA Extends Deadline for 2026 Spectrum Awards EntriesParticipants now have until Oct. 14 to complete their submissions.
Policies & IssuesOct 06, 2026
6 Charged in Connection to String of New Jersey Smash-and-GrabsThe alleged thieves used crow bars and sledgehammers to smash into jewelry stores across the state.
SourcingOct 06, 2026
DDG Taps Influencers for ‘My Diamond Does Good’ CampaignIn the new consumer-facing campaign, four fashion and lifestyle creators share the stories behind their natural diamond pieces.
MajorsOct 06, 2026
Frederick Goldman Names COO, CMOFGI President John Orrico is also leaving the company after more than 13 years.
Events & AwardsOct 06, 2026
JIS Fall Returns to MiamiThe 2026 edition will feature presentations on alternative materials and design trends, as well as pop-up activations on the show floor.
SourcingOct 05, 2026
De Beers to Take Full Ownership of Gahcho KuéIt is the last fully operational diamond mine in Canada following the recent closures of Ekati and Diavik.
AuctionsOct 05, 2026
The Star Cats of the Sandy Lerner AuctionThese jewels stood out at Bonhams’ sale of the cat-loving tech entrepreneur’s collection of objects depicting the feline form.
CollectionsOct 05, 2026
Sorellina Writes Another Love Letter for ‘Postscript’ CollectionThe fine jewelry brand has expanded the collection that debuted at Couture with four new designs based on its most popular styles.
SourcingOct 05, 2026
Bruce Bridges Joins CIBJO BoardThe AGTA president was elected for a two-year term on the board of directors.
SourcingOct 02, 2026
De Beers, National Geographic Society Renew Okavango Eternal Partnership The partnership, a pledge to protect Africa’s Okavango River Basin, has been extended for an additional five years.
MajorsOct 02, 2026
Pandora Opens New $150M Manufacturing Facility in VietnamThe new facility, its first outside of Thailand, will boost its manufacturing capacity by 50 percent.
TrendsOct 02, 2026
Hearts On Fire Celebrates 30th Anniversary With Heart PendantThe special-edition “Dream” pendant, our Piece of the Week, was created to mark Hearts On Fire’s 30-year milestone with 30 diamonds.
CrimeOct 01, 2026
Police Looking for 4 Suspects in $600K Smash-and-Grab RobberyDubai Jewelers in Springfield, Virginia, was once again the target of an armed robbery.
SurveysOct 01, 2026
Rolex Ranks Among Most Recommended Brands in US, Survey Says YouGov’s 2026 U.S. Most Recommended Brands report’s out, and a fast-fashion giant is sitting at No. 1 while Rolex is just shy of the top 5.
SourcingOct 01, 2026
Columbia Gem House Opens ‘Cutting Toward Change’ FundraiserProceeds from its jewelry raffle will benefit an organization working in India to combat silicosis, a lung disease affecting stone cutters.
