How to Get Press Coverage for Your Interiors Business

Picture this: you're flipping through your favourite home magazine over Saturday morning coffee, and there it is – your work, beautifully styled across a full page spread. It's not a pipe dream. Small brands and independent designers get featured in top publications all the time, and you don't need a fancy PR agency to make it happen. 

Sharon Good, Managing Director of Good Results PR says, “Press coverage only matters if it reaches the people you actually want to reach. For interiors brands and independent designers, the strongest press coverage comes when you stop trying to appeal to everyone and start telling a clear, visual story about who you are, what you stand for, and why your work is different. Editors, stylists, and freelancers are looking for distinctive products, strong imagery, and a confident, authentic point of view, so invest in beautiful photography, tighten your messaging, and make it as easy as possible for them to picture your brand on the page.” 

Building upon that, what you do need is to understand what editors want and how to give it to them. Here's your practical, no-fluff guide to getting your interiors business into print and online. 

Start with why (not where) 

Before firing off emails to every magazine editor in Britain, pause. What are you actually trying to achieve? 

Different goals need different approaches. If you want to establish yourself as the go-to expert on sustainable materials, you'll target different outlets than if you're simply trying to get more local clients through the door. If you're building a luxury brand, a feature in World of Interiors carries more weight than ten mentions in budget home blogs. 

Get crystal clear on what success looks like for you. It makes every decision that follows infinitely easier. 

Find your people 

Press coverage is only valuable if it reaches the right eyes. Forget vanity metrics, you want to appear where your ideal customers already spend their time. 

Do they browse Living Etc at the hairdresser's? Scroll Pinterest for hours? Read the property section of their local paper? Follow specific Instagram accounts religiously? 

Once you know where they are, you can map your projects and products to the right platforms. A maker creating tactile, handcrafted ceramics might be perfect for design blogs and Instagram. A local interior designer transforming period properties? Regional lifestyle magazines and newspapers could deliver serious traction, especially if the project has a strong story behind it. 

Don't overlook online content creators, either. A well-chosen collaboration with the right podcaster or influencer can put you in front of thousands of already engaged, relevant people, and it counts as press. 

Your secret weapon: you 

Here's what you have that John Lewis doesn't. 

A face. A story. A reason for doing what you do. 

Large retailers pour money into creating the illusion of personality because they know people buy from people. You already have that authenticity,  you just need to let it show. 

What makes your journey interesting? Did you retrain after burnout? Design for a specific community? Source everything within 50 miles? Specialise in something beautifully niche? 

Think about: 

• What’s interesting, unusual or human about your journey (career change, personal challenge, community focus, niche specialism) 
• Who you design or make for (women’s refuges, neurodivergent families, accessible spaces, rented homes, etc.) 
• Any values that sit at the heart of your brand (sustainable materials, local manufacturing, supporting craftspeople) 

These details transform "nice cushions" into "the textile designer who creates sensory-friendly soft furnishings for neurodivergent families." One is a product. The other is a story. Guess which one journalists want to write about? 

Understand the machinery 

Behind every glossy magazine is a team of chronically busy people working to brutal deadlines. Know who does what, and you'll pitch smarter. 

Editors set the tone and direction but aren't always your first contact. Stylists and writers, often freelance, are actively hunting for strong ideas and images. Editorial assistants are gatekeepers who know exactly who covers what. Online journalists work at lightning speed and need quick turnarounds. Freelancers contribute to multiple titles, so one good relationship can unlock several doors. 

Start by calling the magazine and asking the editorial assistant who handles your type of content. Then follow up by email, still the gold standard for pitches. 

For time-sensitive opportunities, watch Twitter (X) for #journorequest hashtags. Journalists post these when they need expert quotes or imagery now. If you can respond quickly with exactly what they're after, you've done half their job. They'll remember you. 

Know what's actually newsworthy 

Not every Instagram post warrants a press release, and that's fine. Save your energy for the things that genuinely matter to readers: 

• New launches – especially seasonal (spring, Christmas) 
• Data and research – customer surveys, trend reports, interesting statistics 
• Expert opinion – bold takes on what's next, practical how-to advice 
• Before-and-afters – completed projects with budgets and backstories 
• Collaborations – partnerships with other brands, designers, or causes 
• Human interest – your background, the communities you serve, meaningful work 
• Events – pop-ups, workshops, showroom openings 
• Awards – shortlists and wins both count 
• Innovation – sustainable materials, space-saving solutions, accessible design 

The test: ask yourself "Why would someone reading this actually care?" If you have a clear answer, you're onto something. 

Write a press release that works

Think of a press release as a neat bundle containing everything a journalist needs to run your story without having to chase you for details. 

Keep it short, one page, ideally. State who you are, what you're announcing, and why it matters right now. Tailor the tone and details to suit each publication's audience. Include gorgeous images. Make your contact details impossible to miss. 

Timing matters enormously. Print magazines work three to four months ahead (pitch Christmas in August, spring in January). Newspapers and websites move faster – usually a few weeks out. 

And always double-check your links and contact details work. Sounds obvious, but you'd be amazed. 

Invest in proper imagery 

This is a non-negotiable. Interiors is a visual industry, and editors are blunt about it: bad photos don't get used. Worse, they can damage your credibility. 

What you need: 

• Sharp, clear images with great natural light (no orange lamp glow or harsh flash) 
• High resolution – 300 dpi for print minimum 
• A variety of shots:  
• Wide lifestyle images showing the whole room in context 
• Styled close-ups capturing texture and atmosphere 
• Clean product shots on plain backgrounds for shopping features 

Hiring a professional photographer and stylist with editorial experience may be worth every penny depending on where you are on your journey. Those images will work for you for years – in press packs, on your website, in lookbooks, across social media. 

The brands that get consistent coverage almost always have a strong image library ready to go. 

Pitch without being pushy 

You've got your story, your release, your images. Now what? 

Email your carefully researched list of journalists. If you haven't heard back in three to four days, send one polite follow-up. If you call, always ask if it's a good time and be ready with a one-sentence pitch. 

If they're not interested, don't spiral. Even brilliant ideas get passed over. Ask briefly and politely if they can share why, that feedback is gold for next time. Consider tweaking the angle for a different title or revisiting when the timing's better. 

If outreach and pitching makes you want to hide under your desk, consider working with a PR specialist who knows the interiors world. You bring the work and expertise; they handle the relationships and persistence. 

Squeeze every drop from your wins 

When you do land coverage, don't just screenshot it and move on. 

Send a genuine thank you to the journalist, it goes further than you think. Save every mention meticulously. Share the hell out of it: social channels, website press page, newsletters, future pitch decks. 

Press coverage isn't just flattering. It's social proof that you're trusted, recognised, and respected in your industry. Future customers, stockists, and collaborators take notice. 

Getting into the press isn't just for brands with big budgets. With a clear story, professional imagery, and a smart approach to pitching, independent interiors businesses absolutely can, and do, secure brilliant coverage. Those glossy pages can translate into very real growth. 

You've just got to knock on the right doors.