330: How to Find the Story in Your Jewellery Business: What Journalists Actually Want to Hear

What makes a jewellery business newsworthy and why would a journalist want to write about yours?

In this episode, Anna Campbell is joined by PR and visibility expert Amanda FitzGerald, also known as Major Visibility, to explore how jewellers can uncover the compelling stories already hiding inside their businesses.

Amanda explains why announcing a new collection is not always enough to attract media attention. Instead, journalists are looking for engaging human stories, unusual details and ideas that matter to their readers right now.

In this episode, you'll learn:

Why press coverage remains valuable in the age of social media and AI

How to turn your personal journey into a compelling PR story

Why your materials, provenance and creative process matter

How meaningful commissions and customer stories can attract attention

Ways to use local heritage, specialist niches and collaborations

How to connect your story to a trend, event or awareness day

How to identify the right publication and journalist

What to include in a short and effective press pitch