LUCKY 8 PR

LUCKY 8 PR We are a London based boutique PR agency, specialising in emerging fashion labels and online fashion and lifestyle retailers

16/08/2026

Imagine seeing YOUR product in a respected Christmas gift guide this year.

For a small or emerging brand, that can be such a big moment.

Christmas is the biggest retail season of the year, so having your product put in front of thousands (sometimes millions!) of new people just as they’re actively looking for things to buy is obviously where we want to be.

But for me, there’s another reason press coverage matters so much for smaller brands.

It’s the validation.

Being able to say you’ve been featured in a publication your customers already know and trust gives your brand credibility that can be really difficult to create yourself.

And you get to keep using it.

Put it on your website. Share it on your socials. Add it to your emails. Tell your stockists. Shout about it! That little “As featured in...” logo can carry on working hard for your brand long after Christmas is over.

This is why I start banging on about Christmas gift guides when everyone else is still thinking about their summer holidays 😂

And if you’re reading this thinking, “Okay Amy, but I’m a busy woman and I have NO idea where to start”, I’ve hear you.

I’ve created a Christmas Gift Guide PR Playbook that walks you through the whole thing.

There’s a 40-minute training with me, pitch templates so you’re not staring at a blank email wondering what on earth to write, guidance on what journalists actually need from you AND a UK media contact list.

You could genuinely watch the training, adapt the template and have your first Christmas gift guide pitches sitting in journalists’ inboxes within the hour.

No PR experience needed.

So if you would love to give your brand the best possible chance of being featured this Christmas comment PLAYBOOK and I’ll send you the link.

Any questions just ask.

03/08/2026

If you had asked 20-year-old me what PR was, I probably would have shown you videos like these.

The launches. The events. The beautiful venues. The photoshoots. The magazine covers.

And do not get me wrong, I still love those moments. They are one of the reasons I fell in love with this industry in the first place.

But they are not PR.

PR is having one eye on the news agenda at all times. It is constantly looking for fresh angles, writing pitch after pitch, following up, building relationships with journalists over months and years, dealing with the occasional spiky reply, celebrating the wins, dusting yourself off when something does not land and starting all over again. It is finding ways to help a brand stand out when everyone is competing for the very same headlines.

The glamorous moments are just the tiny part that everyone sees. What they do not see are the hours of thinking, planning, testing, tweaking and keeping everything moving behind the scenes.

I think that is why so many founders feel disheartened when they try PR themselves. They send a handful of emails, hear nothing back and assume it is not working. Because as I’ve been preaching for years, PR is very rarely about one brilliant pitch. It is about showing up consistently, refining your story, staying relevant and trusting that all those small efforts are building towards something bigger.

Because more often than not, the brands that people describe as an “overnight success” have simply been doing the unglamorous work for far longer than anyone realised.

If you are a founder who has always wondered how PR really works and want to learn how to do it properly, keep following along. I share the strategies, lessons and behind-the-scenes realities that I wish someone had taught me when I started.

21/07/2026

Today was a good reminder that PR is earned.

We’ve been working with one of our luxury accessories clients for months. We’ve secured some lovely coverage, but we knew there was more to achieve, so we kept testing new angles, refining the story and consistently reaching out to journalists.

Today it paid off with three pieces in leading luxury and mainstream publications, including Forbes.

I think people often assume PR just happens when you’ve been doing it for years. It doesn’t. Every piece of coverage still takes creativity, persistence and consistent outreach.

If there is one lesson from today, it is this. Do not give up too soon. Keep looking for fresh angles, keep building relationships and keep putting your story in front of the right people.

The results everyone celebrates are usually built on months of work that nobody sees.

PR is not just a sales tool.Of course we all want more sales. We are running businesses, after all. But if you only judg...
17/07/2026

PR is not just a sales tool.

Of course we all want more sales. We are running businesses, after all. But if you only judge your PR by what lands in your inbox the next morning, you will miss so much of its value.

Some of the biggest opportunities I have seen for clients have happened weeks or even months after a piece of coverage went live. A retailer spots an interview. A podcast host reaches out. An investor starts following your journey. A journalist remembers your name when they are working on a future feature.

You rarely get a notification telling you that is why it happened.

PR builds familiarity. It builds trust. It gives people confidence in your business before you have even had a conversation with them.

That is why I always encourage founders to think beyond immediate sales. The right piece of coverage can open doors you did not even know existed.

Have you ever had an opportunity come your way that started because someone had seen you featured somewhere? I would love to hear your story in the comments.

16/07/2026

We learned the hard way so you don’t have to!

London PR in the mid 00s. Glamourous looking from the outside - champagne lunches, Fashion Week, big budgets and editors who could make or break a brand with one feature.

Then there was everything that happened behind the scenes. Some of the stories still can’t believe and others make me wonder how any of us survived it?!

Yet at the same time I wouldn’t change anything as its given us the experience and resilience we need to do our best for our clients everyday.

If you worked in PR, publishing, media or advertising back then… I have a feeling you’ve got your own stories in your locker buried away!

And no… before anyone asks…

I am still not telling you which editor everyone was terrified of. 👀

Did you work in the industry back then? Tell me your best (or worst) memory in the comments.

10/07/2026

One of the easiest ways to make your PR more consistent is to stop waiting until you have company news to share.

Some of the strongest media opportunities come from looking at what is already happening in the world and asking where your business naturally fits into the conversation.

Every week I scan the headlines before I pitch journalists. Seasonal moments, national events, cultural conversations and lifestyle trends all create opportunities for brands to contribute something useful, whether that is expert advice, a product recommendation or a fresh perspective.

That approach not only gives you more ideas to pitch, it also makes your business feel more relevant because you are joining conversations people are already having.

In this video I am sharing five stories I would be looking at this week and how I would start thinking about turning them into PR opportunities.

Which one could your business tap into? Let me know in the comments, or send me a message if you are not sure where your brand fits and I will point you in the right direction.

“Do I need an affiliate platform before I start PR?”It’s probably one of the questions I get asked most by product-based...
09/07/2026

“Do I need an affiliate platform before I start PR?”

It’s probably one of the questions I get asked most by product-based businesses.

The answer isn’t as straightforward as yes or no.

Over the last few years, the media landscape has changed dramatically.

Print advertising revenues have declined, digital advertising isn’t what it once was, and publishers have had to find new ways to make their content commercially sustainable.

One of those ways is affiliate marketing.

When a publication features a product through an affiliate platform and someone goes on to buy it, the publisher earns a small commission. That income helps fund the journalism, editors and content we all consume every day.

That’s why shopping content has become much more commerce-led.

Many commerce editors and shopping journalists are now encouraged to prioritise products they can link to through affiliate networks because it helps their content generate revenue for the publication.

Does that mean you can’t get press coverage without being on an affiliate platform?

Absolutely not.

Brands secure fantastic coverage every single day without one.

It just means that, for shopping pages, gift guides and product round-ups, being available on an affiliate platform can make your product much easier to include.

But here’s the part people often overlook...

An affiliate platform doesn’t replace good PR.

Journalists still need products their readers will love.

They still want brilliant photography, accurate information, quick responses, competitive pricing and, wherever possible, an interesting story behind the brand.

The affiliate platform simply removes one barrier.

Good PR is still what gives journalists a reason to choose your product over hundreds of others.

If you’re wondering whether your business is actually at the stage where an affiliate platform makes sense, send me a DM. Tell me a little about your brand and I’ll happily point you in the right direction.



07/07/2026

The summer holidays don’t have to mean putting your PR on hold.

One of the biggest misconceptions is that if you’re not launching something new every week, there’s no point doing any PR. In reality, consistency is often what makes the biggest difference.

Even if you’ve only got 30 minutes a week over the holidays, there are still simple things you can do to keep building momentum. A single news angle can be pitched to multiple journalists, you can batch your content in advance, update your media list and continue showing up with your expertise.

Remember, journalists don’t disappear over the summer, and neither should your brand.

If September is when you want to hit the ground running, the work you do now will put you in a much stronger position.

How are you keeping your marketing or PR going over the summer holidays?

Save this post for when things get busy, and send it to another business owner who needs the reminder.

This might sound a bit boring...But consistency is one of the biggest competitive advantages you can have in PR.Most bus...
06/07/2026

This might sound a bit boring...

But consistency is one of the biggest competitive advantages you can have in PR.

Most businesses give up long before the momentum starts.

The reality is, one piece of media coverage might bring a traffic spike. Maybe even a few sales - all great but it’s rarely the thing that transforms a business on its own.

The magic happens when people keep seeing you.

Your brand pops up in different places. Journalists recognise your name. Potential customers begin to trust you because you’ve become familiar.

That’s why I always encourage founders to stop chasing one big PR win and start thinking about how they can build visibility consistently over time.

The brands people remember are usually the ones they’ve seen more than once.

That’s exactly what consistent PR helps you achieve.

I’d love to know... has PR matched your expectations so far?

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