By: Publishing Exec in Jewelry
As the Jewelry/Watch Director at Haper’s Bazaar for more than five years, I worked closely with the Accessories Editors and came across a number of valuable pointers as to what jewelry editors are looking for in a designer and how to market jewelry. So let’s get right to it….
Keep Your Messages Short and Sweet
It’s best to email an editor with a short message and a few low res images attached. You can also send a linesheet that can help trigger an idea or be relevant to the stories they are already working on. Know the features in the magazine and be mindful of timing and which issues they are working on. Info on price points are also helpful for editors to assess relevance for the story they are working on.
Different Strokes for Different Folks
The Editors of different magazines are looking for different elements in their coverage of young talent or new jewelry designers. Departures or Town & Country will pay attention to the story behind a collection and look for the most extravagant, sometimes one of a kind pieces. A fashion title like Bazaar or Vogue may be more interested in how the jewelry designs relate to the runway trends. In Style or People Style Watch may look for what is worn on the red carpet or how to get the red carpet look for their readers.
Your Photography is Key
Photography is very important for a jewelry brand. Some/most fashion and lifestyle magazines do not have the budget to insure jewelry at a shoot. This forces you to provide (or be) a guard for your jewelry at the shoot. High quality still life photographs allow you to have control over how your jewelry appears and also makes it easier for an editor to drop your story into an upcoming issue.
To Pitch or NOT to Pitch?
Pitching an angle or story to the editors may often backfire but it depends on the magazine. Fashion books are more product driven with little opportunity to run full page features, but lifestyle oriented books may be more open to the story that aligns with your collection.
Send Samples Only When Requested
Jewelry samples are rarely requested without it being for a specified shoot because magazines do not want to assume liability for more jewelry than necessary. When an editor requests a sample for a shoot you will receive a sample request form to provide value, materials etc. Some jewelry brands may provide their own form for editors to complete. Hand delivery of samples is the most common method.
Never ever send long emails and/or elaborate packages. Efficient emails with images and quick responses to requests are important as things develop very very quickly. Making the process as easy as possible will increase your chances that an editor will pull from your collection again.
Editors Are Busy: Be Persistent to Stay “Top of Mind”
Don't be put off by “non-response” and keep checking in with editors via email. Many editors don't have time to even say thank you. They will respond when they have a relevant story or their plans are consistent with the images you provide. The more often (within reason) you reach out to them, the more opportunity you have to be noticed.
I would also add that when showing at a tradeshow it is important to distinguish between what you are showing to retailers and what is being shown to editors. Editors are looking for pieces for immediate inclusion in stories so it is important to show them new items and current collections that are at retail.
Remember, don’t be turned off if you don’t hear back from an editor. Continue to build momentum and be persistent. Your pieces will be featured in a magazine soon.
We want to hear from you! Have you had success pitching press in-house? Is your immediate reaction to hide under a rock when you don’t hear back, or do you keep on keeping on? We want to know. Tell us what’s worked and what hasn’t worked in the comments below.
How to Pitch an Editor Insider Tips for Jewelry Designers check this: http://bit.ly/Nj3rt3 via @flourish_thrive