How PR Shapes the Narrative of Luxury Design Brands
And Why Being in the Right Magazine Can Be More Powerful Than Any Ad Spend
In the world of luxury interior design, reputation is everything. Your projects may speak for themselves—but when they’re showcased in the right publication, your brand’s voice becomes amplified, trusted, and desired.
Strategic public relations isn’t just about landing glossy features (though we love those!). It’s about curating your story—positioning your work, values, and aesthetic in a way that resonates with the clients you most want to attract. Think of it as brand storytelling meets editorial credibility.
Let’s break down how PR actually shapes the perception—and future—of a luxury design brand.
Editorial Features Are More Than Pretty Pictures
A feature in Architectural Digest or Elle Decor may seem like the ultimate stamp of approval—and it is—but what many don’t realize is that the placement itself tells a bigger story. When a brand appears in a top-tier magazine, it signals to clients, peers, and press alike that this designer is worth watching.
Here’s why:
Credibility: Third-party validation from trusted editors beats a paid ad every time.
Visibility: Media placements extend your reach far beyond your current network.
Positioning: The type of coverage—trend piece, full home tour, designer Q&A—shapes how you’re perceived in the marketplace.
From Pitch to Publication: What It Actually Looks Like
So how does it happen? Here’s a peek into our process at Collyer & Company.
Story Development
We start by identifying the right angle. Is it a newly completed project with strong visuals? A designer launching a product line? Or a compelling founder story tied to a larger trend? We don’t just pitch “a house”—we pitch a narrative.Tailored Pitching
Every editor is looking for something specific. We tailor each pitch to the publication’s aesthetic and editorial calendar. A home with layered textiles and global antiques might be a perfect fit for Veranda, while a sleek, modern project may shine in Luxe.Asset Curation
High-resolution photography is key, but so are the details—floorplans, sourcing credits, and background context. We make sure editors receive a clean, thoughtful package that’s easy to greenlight.Follow-Through & Placement
Once we secure interest, we handle all communication, approvals, and timelines. Our job is to make the editor’s job easy—and to ensure our client’s voice is represented with clarity and polish.
Case in Point: Press That Drove Real Results
Let’s talk about what happens after publication.
A Forbes feature on a designer-turned-entrepreneur sparked a partnership with a luxury home developer in Aspen.
A House Beautiful spotlight on a colorful kitchen renovation led to a wave of inquiries for full-home renovations—and even product collaborations.
A placement in Business of Home positioned a boutique firm as a thought leader, attracting strategic brand partnerships and speaking invitations.
In every case, media coverage didn’t just flatter—it functioned.
Why the Narrative Matters
Luxury clients aren’t just hiring talent. They’re buying into a story: a lifestyle, a philosophy, a sensibility. PR helps shape and share that story in a way that feels organic, elevated, and aspirational.
Your brand’s narrative is already there. Our job is to shine a light on it—strategically, authentically, and in exactly the right place.
Want to explore how your design work could translate to press?
Let’s start the conversation. You bring the story; we’ll help you tell it well.
