In the Lap of Luxury · August 2020

Claire Adler’s home office. Credit: @haimfranklandphotography
Inside story

While we've recently re-branded as Claire Adler Luxury PR, here are 6 things you probably never knew about our founder Claire Adler.

Trusted: Claire Adler’s clients have included the billionaire who sold the diamond which still holds the world record for being the most expensive price per carat for any diamond sold at auction - snapped up for over $4m per carat.

Hollywood: Claire Adler introduced a client to a Hollywood movie product placement expert leading to high brand visibility in the 2019 film The Hustle starring Anne Hathaway and Rebel Wilson and also resulted in Rebel Wilson buying the brand's product.

Design: Claire Adler has had a successful jewellery collection named after her, the Claire collection, by GFG Jewellery by Nilufer.

Networker: Claire Adler introduced Prince Harry's ex-girlfriend Chelsy Davy to a creative consultant when she launched her jewellery brand Aya in 2016.

Royalty: While a journalist writing for the Financial Times and House & Garden magazine, Claire Adler interviewed 3 members of the British royal family - Zara Phillips, Viscount David Linley and Sarah Ferguson Duchess of York.

WFH: Claire Adler has been working from home since 2003.

American powerhouse

We have worked closely with family-owned, New York headquartered jewellery brand Le Vian since 2018. To fulfil the client's goal of raising online brand visibility among relevant, targeted and new audiences, we consistently create opportunities to bring Le Vian into the media. We craft press pitches to tell and re-tell Le Vian's rich brand story and new developments to our press contacts, we constantly refine our media list of journalists, reporters and TV broadcasters, we create guest articles which we place in targeted publications, and we ensure Le Vian is called on as an expert source for key media. Below are some of the hundreds of publications where we have secured coverage for Le Vian.

"We are humbled by the attention we are getting. Thank you Claire! Keep it coming."
- Eddie LeVian, CEO, Le Vian, New York

Credit: @haimfranklandphotography
Q&A with Claire

What's your unique approach?
I was a busy freelance journalist for over a decade, writing on jewellery, diamonds, watches and luxury for the Financial Times, The Times, Hong Kong Tatler and many others. Around 2016, I started taking on writing and communications projects for clients including Sotheby's, De Beers and Jaeger-LeCoultre. When I started working on securing press coverage for my first client, I began experimentally - I charged fees on a results-only basis - something no PR consultant I have ever met has been bold enough to try. When the coverage I delivered soon exceeded all our expectations and my client said to me 'We've worked with several top London PR agencies, not one of them has secured as much coverage as you' I realised it was time to set up my own agency and take things up a notch or three.

Why is PR valuable in 2020?
A study by HubSpot found that website visitors are 48% more likely to convert to customers if the website displays media logos. A CNN Business reporter we spoke to one Monday morning recently said she had received 5000 messages in her inbox that day, but when it's not Monday she expects 1500 email pitches daily. There's still something magical about seeing your name in the A list media like Forbes, the BBC, Financial Times or live on CNN TV - the professionals call public relations earned media - it conveys an enormous level of credibility and authority, which also counts towards verification, those coveted blue ticks, on Twitter and Instagram. We're in the business of helping our clients to build their online reputation, improve their searchability, target relevant audiences, expand their reach, grow their brand credibility and establish their industry authority. We focus on 3 areas - press opportunities, beautiful communications and strategic introductions.

Who is your ideal client?
We tend to attract and love working with driven, visionary entrepreneurs who are leaders in their field and who adopt a maverick approach. In terms of business size, our clients have turnovers starting from the tens of millions and the sky has really proved to be the limit. It's my job to look after the reputation of my clients, but ultimately I have to look after my own reputation, which is why we only take on clients when we are confident we can secure coverage for them.

Lockdown highlights
Despite these crazy times working hard for our clients, it's been reassuring that I'm being approached regularly for my opinion on topical issues, whether by clients or research agencies. I've recently offered my input to reporting on the luxury world in the Daily Express, for world-leading behavioural research agency Canvas8 and for a market research project by luxury advisers Barton Consulting for a high end luxury brand.
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