Navigating the World of Press: Insights from a Jewelry Professional
Lorraine West draws inspiration from her Caribbean roots, blending bold and minimalist design sensibilities. Influenced by her mother, a baker, and her father, a carpenter, working with her hands comes naturally. For Lorraine, welding and manipulating precious metals is a spiritual process that infuses each design with a unique essence, resulting in jewelry that is as much high-end art as it is high fashion. Her symbolic and geometric designs have adorned stars from Zendaya to Beyoncé, as well as countless everyday individuals who appreciate the excellence of her craft.
A graduate of the Fashion Institute of Technology with a BFA in Illustration, Lorraine lives in Brooklyn with her supportive husband and son. Her handcrafted creations, made with love, reflect her deep commitment to her art. Whether you’re experienced in collaborating with stylists, editors, and influencers, or just beginning, Lorraine offers valuable insights from her own journey in the world of press.
In preparing for today’s discussion, Lorraine reflected on the importance of systems in achieving success. While creativity fuels our craft, strong systems are the backbone of our businesses. In the realm of press, organization is key. Let’s dive into some essential points to consider as you navigate this space.
Image: Alain Simic
Understanding “Press”
Firstly, let’s clarify what we mean by “press.” Press encompasses all forms of media, from traditional newspapers and TV programs to online platforms and social media. For us, press involves securing credited placements in high fashion editorials, magazine features, online showcases, music videos, and more. It’s about getting our work out there and seen by the right audience.
Setting Goals and Persistence
Before diving into press outreach, it’s essential to define what kind of press you want for your brand. Set clear goals and work backward to achieve them over time. Remember, persistence, consistency, and patience are crucial in this journey. While it may seem easy when we see established designers with numerous placements, achieving those results takes strategic planning and perseverance.
Professionalism is Key
When it comes to attracting media attention, professionalism is non-negotiable. Here are some essential factors to consider:
- Website: Invest in the best website you can within your means. Even starting small is better than not having a presence at all.
- Photography: Ensure your product shots are professional and high-resolution. Consider using both white or black backgrounds for product images and bold colors for creative still life and on-model imagery.
- Information: Provide clear information about your jewelry, including how it can be worn and its versatility.
- Communication: Maintain a professional email address and respond to inquiries promptly, ideally within 24 to 48 hours.
Integrating Press Opportunities Thoughtfully
While pursuing press opportunities, it’s crucial to integrate them into your workflow thoughtfully. Don’t drop everything for a press opportunity; prioritize your current commitments and manage press opportunities alongside them.
Crafting an Effective Outreach Strategy
When reaching out to stylists, editors, and influencers, it’s essential to have a clear strategy:
- Familiarize yourself with magazines and online platforms to identify potential collaborators.
- Create a visually appealing lookbook with high-resolution images, detailed information, and potentially prices.
- Send introductory emails along with your lookbook, and follow up as needed.
- Consider social media platforms like Instagram for outreach, maintaining authenticity in your interactions.
Maintaining Integrity and Managing Expectations
Throughout your press journey, it’s crucial to maintain integrity with your current customers and manage expectations regarding press opportunities. Don’t lose sight of your brand’s identity and values, and be realistic about what press placements can achieve for your business.
Embracing Flexibility and Growth
As you navigate the world of press, embrace flexibility and openness to change. Learn from your experiences, refine your approach over time, and don’t be afraid to try new strategies. Remember, success in press is a journey, not a destination.
In conclusion, navigating the world of press requires a combination of professionalism, persistence, and strategic planning. By setting clear goals, maintaining integrity, and embracing flexibility, you can effectively leverage press opportunities to elevate your jewelry brand.
Did you enjoy this article? Read more from this series here!
This post is sponsored by the Workforce Development Institute. WDI is a statewide non-profit that works to increase opportunities for all New Yorkers to succeed in the workforce while earning family-sustaining wages.