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

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
When and how to follow up with journalists
Why local, niche and online coverage can be so valuable

Amanda also shares the remarkable story of her mother Janet Coles, whose bead business grew from a hand-drawn A4 mail-order sheet into a million-pound company, with press coverage playing a major part in its success.

If you have ever wondered, "Why would anyone be interested in my business?", this episode will help you recognise the stories that make your jewellery brand distinctive—and give you the confidence to share them.

About Amanda FitzGerald

Amanda FitzGerald is a PR and visibility expert who helps business owners get seen, heard and recognised through press coverage, podcasts and speaking opportunities. She is passionate about helping women become more confident about self-promotion and turn their expertise into meaningful visibility.

Find Amanda online:

Website: https://amandapr.com
Instagram: https://www.instagram.com/amandaprexpert