A lesson in what not to do after landing a big break ✨
A Montreal jewelry designer had her work chosen by Jean-Paul Gaultier for a fashion show — and then... nothing happened. Why? Because talent isn’t enough. She lacked strategy. Here’s what she should have done 👇
🧠 Strategic Follow-Up Steps:
- Email journalists covering the show
- “As an emerging jewelry designer, I’m honored to have my work featured in JPG’s upcoming show...”
- Include: website + Dropbox folder with high-res images
- Goal: get press to notice your jewelry before the show even begins
- Get friendly with JPG’s PR team
- Ask for a list of press attending
- Can’t get contacts? Send Champagne 🥂 and ask which publications will be there
- Secure backstage access
- Bring a bottle of Clase Azul 🥃 to PR staff = a little goodwill goes far
- Record chaos, document process = major social content
- Tag and thank the team publicly 🙌
- Stay professional at the after parties
- Don’t drink—network
- Know who you want to meet
- Be humble, be impressive, and get invited further
- When your piece hits the red carpet (and you’re crying in your Snuggie):
- Collect every image & screenshot
- Email your prebuilt journalist list
- Post it everywhere: socials, newsletter, website
- Tell the design story: sketch > inspiration > gem selection > final moment
- Not “she liked it” — but “she had to wear it”
⚠️ Pro Tip:
Don’t say your stylist got it placed. Unless you saved the celebrity from kidnappers, no one cares. The story is your artistry, not your access.
🕰️ Milk the moment for 3 months. Then? Move on. You’re only as relevant as your next win.
TL;DR
✉️ Email the media early
- 📸 Get content backstage
- 🗣️ Control the story
- 🧭 Stay humble, stay strategic
- 🔁 Keep going — PR is about consistency
- For more gems like this, just write: lilian@thepradvisor.com 💌