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 peachy hue also marks the program’s 25th anniversary.

The 21 pieces up for auction, including Tiffany & Co. jewels and a Cartier watch, garnered more than $430,000 across two sales.

Centered on a sunny heliodor, the “Links” pin was designed by Ukrainian jewelry artist Inesa Kovalova.

Without the ability to instill confidence within the industry and directly to the consumer, a diamond holds very little value.

The wedding band company is also accusing its former customer of removing watermarks from Lashbrook images for its own use.


It provides a timeline for the implementation of new restrictions, but no details.

The organization has elected 12 new additions.

With holiday proposals right around the corner, encourage your customers to go for platinum when making the big purchase.

Additional lots will be offered in the Fine Jewels online sale through Dec. 7.

By mixing creative and practical skills, the new course hopes to fill the industry’s bench jeweler gap.

Several other colored gemstones joined the pieces in the top 10 list.

The retailer is still expecting a strong holiday season with improving demand for natural diamonds.

Peter Damian Arguello, the owner of Peter Damian Fine Jewelry & Antiques, was shot and killed in an apparent robbery last week.

The Indian jewelry giant has opened locations in Houston and Frisco, Texas.

Each student was provided with the full amount of tuition for the Namibia University of Science & Technology.

Ryan Perry, who has been with De Beers since 2002, also will be leaving the company next year.

The watch seller’s new index tracks sales data from 14 brands, including Rolex and Patek Philippe.

The industry veteran will step down from both roles in April 2024.

Tanzanite, turquoise, and zircon are all options for December babies, who sometimes “get the birthday shaft,” Amanda Gizzi writes.

The lab-grown diamond brand also collaborated with the website The Future Rocks on a collection launching today.

The company said it is facing a “challenging retail environment” but is prepared for the holiday season.

It’s the hero piece of the newest "Green Jewel" collection, a collaborative offering from the two mines.

The 15.48-carat fancy intense “Pink Supreme” topped Christie’s fall jewelry auction in Asia, while a Patek Philippe led the watch sale.

Chris Cramer, who also spent time at Gen Z intimates brand Parade, will take on the dual role.

The stone headlining the upcoming sale could fetch up to $5 million.

The retail offering lets customers track their diamond’s journey.

The Luele mine is expected to eventually make the country the world’s third-largest diamond producer.