1. IJL Exhibitor Masterclass: Working with the trade press
Siobhan Holt, Deputy Editor
Retail Jeweller

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. Thank You & Questions Or