Did that title get your attention?  I thought it might!  The good news is that I wasn't just bluffing to get you to read the article,  I really am going to list some ways to get free advertising for your jewelry.  The bad news is that there is no such a thing as a free lunch, and you will have to give a little to get something in return.  However, compared to the hundreds of dollars that it would cost you for equivalent publicity, a few sample giveaways and hours of effort can have a huge pay off.  So without further ado, here are some of my tried and tested ways to get your jewelry some free column inches.

Press Lists

These services are designed to connect journalists with PR professionals, experts and other sources who can contribute towards any article or feature they are working on.  The biggest list in the US is HARO while Pressloft is a good resource for UK jewelers. The lists are free to use, and it only takes a few moments to scan through the daily press requests that you willreceive by email.  Look for any features that relate to your business, life or collections.  Don't think too literally - the requests for handmade silver jewelry images to showcase in the fashion section of a major magazine might be few and far between, but you could get your URL mentioned in an article about single Mom entrepreneurs if you are willing to share your experiences. 

Using these press lists can help you to build a database of media contacts, however do NOT spam them!  This will just result in you being ignored or blacklisted.  Only approach journalists if you have something to say that they might be genuinely interested in.  If you get the contact details of a publication that you think might be a great fit for your jewelry, try going one step further by offering to give them some samples of your jewelry for photo shoots or to give away as prizes to their readers.  You will always be credited for any piece featured, and this is a great way to get your foot in the door with larger media brands.

Press Releases

Regular, well crafted press releases should be a fundamental part of your marketing strategy.  Try to capture the unique selling points of any new designs or collections, showcase any achievements and educate readers about a new technique or experimental project in order to make the press release an interesting read rather than just a blunt sales pitch.  Send your press release to local newspapers, industry publications and blogs.  Press releases are often printed "as is" with no interpretation, re-wording or even spell checking so make sure your work is perfect!

Lookbooks

Lookbooks are simply an attractive way to present your collections to the media.  The format you choose is up to you- PDFs, slideshows, image sheets or printed brochures.  The important thing is to show off your designs in a stylish way that will capture an editor's attention.

Ensure that all images used are of a high, professional standard and make sure you have a good mix of "cut outs" (high quality images of your jewelry on a white background) and "editorial" (images of your jewelry on models, or laid out in a display).

In general, focus on helping out media contacts first, and getting free publicity second in order to build relationships with magazines, websites and newspapers that are mutually beneficial.  Soon they will come knocking on your door every time they run a new fashion feature!