I work with design, interiors and architecture brands on PR and brand communications.
The clients I work with best are the ones who know their work has real substance but struggle to put it into words, or have been putting it into the wrong words for years. The work I do starts before any PR begins. It’s the conversation that excavates what’s actually there: the founding moment, the real reason the business exists, and the perspective that makes it genuinely different from the studio down the road. Once that’s clear, everything else—the pitching, the positioning, the press strategy—follows significantly more easily.
I started in editorial, with internships at Elle Decoration and House & Garden and an assistant role at Wallpaper* in the mid-2000s. I was there at the tail end of print’s heyday, which gave me a particular understanding of what editorial authority actually looks like when it’s functioning properly, and a clear sense of what gets lost when it doesn’t.
I also run Fabric of my Life, a design and lifestyle blog I’ve maintained since 2009. Running it means I understand design audiences from the inside, as the reader the brands I work with are trying to reach, not just as someone who understands how media works. My early retail experience grounds all of this in commercial reality. Brand narratives matter, but they need to support business growth, not just look considered on paper.
Background
How I got here.
I went into my early editorial career with genuine devotion to the industry and came out with something more useful: a clear-eyed understanding of how editorial decisions actually get made, and a healthy suspicion of coverage that looks impressive but carries no real weight.
From there I moved into agency PR, working my way from pay-per-results work to Director at October Communications, handling strategic PR and media relations for design and lifestyle brands including Another Country, Experimental Perfume Club, Nina+co, David Irwin, ByAlex, Red Deer, Jolie and Finkernagel Ross. In 2017 I went freelance, not just to work more closely with fewer clients, but because I wanted to do work that started with the right question rather than the fastest answer.
Since then, I’ve built a practice focused on quality over volume. I work with a handful of clients at any time across three core services: Strategic Counsel for founders building their own PR, Strategic Partnerships for brands ready for hands-on execution, and Strategic Foundations for positioning work that needs to happen before any PR begins.
My Blog
About Fabric of my Life.
I’ve run Fabric of my Life, an award-winning design and lifestyle blog, since 2009. It started as a creative outlet — somewhere to build my own aesthetic eye and make sense of the design world I was becoming part of — and it’s been running long enough that I understand content creation from the inside, not just in theory.
Running it means I know the difference between coverage that drives real engagement and coverage that just looks productive. I understand what it feels like to create content that is genuinely yours , and the difficulty of doing that consistently without losing what made it worth making in the first place. That understanding informs how I work with clients who face the same tension.
For three years I also ran Fabric of the North, a platform celebrating Northern England’s independent design businesses, which included curating North is Now pop-up shop events. That project taught me what small design businesses actually need, not just from PR, but from the entire ecosystem around them.
My approach
How I work.
I’m direct about what’s working and what isn’t. If a press strategy doesn’t make sense for your stage of business, I’ll say so. If you need something I can’t provide, I’ll point you in the right direction. I’m here to help you succeed, not keep you on a retainer you don’t need.
I’m selective about who I work with because close work with a small number of clients means I need to genuinely believe in what you’re building. I work best with founders who care about the substance of their work as much as its visibility, who want to build something that lasts rather than generate noise, and who understand that clarity has to come before coverage.