IJL Exhibitor Masterclass:
Working with the trade press
Siobhan Holt, Deputy Editor
Retail Jeweller
The purpose of trade press
• To keep the industry informed of the latest news, products and trends
in order to help them run their businesses better
• Trade vs Consumer press – they are fundamentally different
• The trade press have different requirements and need different
information to the consumer press
Retail Jeweller
• The oldest trade title in the sector – 92 years old
• Readership is 65% retail jewellers (the majority of
whom are independents)
• The remaining 35% is made up of brands, designers,
suppliers to the trade etc.
• Monthly magazine plus a website which is updated
daily and a daily newsletter
Who to contact
• There are four main trade titles
- Retail Jeweller (Ruth Faulkner)
- Professional Jeweller (Stacey Hailes)
- Jewellery Focus (Michael Northcott)
- The Jeweller (Belinda Morris)
• There is also Facets Magazine (CMJ) the contact there is Fran Hopes
What are the trade press interested in?
• What is newsworthy? Think about your news hook. A new collection
isn’t enough of a hook
• An interesting back story
• New stockists
• Appearance at key tradeshows (J&W, IJL etc)
• Winning awards/competitions
• Success at tradeshows
• New directions or business changes
A press release is best
• Consider putting together a press release which
includes all of the information about the news you are
wishing to convey
• Keep it focused and to the point highlighting the most
important things at the top
• Remember all the time - what makes a good story and
what is interesting about what you are saying
• Read other stories on trade press sites so you know
what to information is important
• Include your contact details and links to images or
attach high res images
What makes a good press release?
• Who, what, when, where and why – make sure these
things are conveyed in the first two to three
paragraphs
• Include all of the essential information – price points,
materials, inspiration, target stockists
• Remember all the time - what makes a good story and
what is interesting about what you are saying
• Include quotes where possible
• Include your contact details and links to images or
attach high res images
Good quality images are essential
• Must be high resolution for print (at least 300 dpi)
• Cut out images are preferable but lifestyle can also be
used in some cases
• Ensure you send a selection of images – showcase
your most editorial and also your most commercial
pieces
When appearing at a trade show…
• The trade press like to receive as much information as possible – more is
generally better (within reason)
• Things to include are
Your inspiration
Your style/asethetic
Details about the collection – materials, number of pieces
Target stockists
Price point and mark-up
When to make contact
• Most trade publications will start preparing their IJL pre-show
coverage at least one month prior to the show, if not before
• On RJ we will start preparing our preview in July so make sure you
have all your information and images ready by early July
• If you don’t have your information ready, you may risk missing out
At the show
• Send personal invites to the press to come to your stand and be
prepared to talk them through your full collection
• Be willing to talk about how the show has gone and whether you
have seen any interesting stockists/had positive feedback
• Invite the press to take pictures
Post show
• A post event press release is a good idea especially if you have had a
positive show
• Keep in touch with the trade press – they can be very useful contacts
and we like to receive regular news and updates
• If you are participating in events in future – keep us informed
Thank You & Questions
[email protected]
0203 033 2971
Or
[email protected]
0203 033 2747