The jewelry landscape is saturated with heritage brands that use pay-for-play tactics in order to receive real estate in media and to secure high-profile celebrity dressings. Aether is a lean startup that came to The Brand Agency before they launched the world’s first carbon-negative diamond. They were looking to infiltrate the difficult jewelry landscape but didn’t have budgets to rival heritage jewelry houses.
Our team worked on a PR roadmap months before Aether’s launch and also devised a communications strategy. We took care to pay special attention to celebrity gatekeepers and presented the strategy to the founders and board. Upon approval, we hit the ground running and devised media-facing assets that spoke to the brand’s uniqueness. We also flexed our relationships in entertainment to secure personalities that would advocate for the brand without payment.
Through our agency’s efforts, Aether news debuted in our preferred media target (Fast Company) and we have exclusives with The New York Times, Vogue and Forbes scheduled timed to launch. We’ve secured notable brand advocates in the celebrity and celebrity stylist realms.
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