A press release helps us understand your story quickly and decide whether it will resonate with our readers.
The tips below are designed to help artisan founders share news in a way that feels professional, concise and true to the craft behind the work, in a simple single A4 document.
This guide is suitable for new and established businesses and will help you present your news clearly when submitting to The Artisan Founder or any other publication.
1.
Start with a clear summary headline
Your headline should summarise the news in a simple headline. Avoid slogans or vague phrases. Tell us what the story is, but don’t agonise about it being creative, we’ll do this bit.
Examples;
A silver collection inspired by the Cornish coast
Ceramicist launches a limited edition winter mug
Lake District candle maker collaborates with local beekeeper
Aim for clarity rather than cleverness. If you don’t have a specific announcement, that’s OK, you can simply share your business story, a favourite recipe, a seasonal observation etc.
2.
Include a short opening summary
The first paragraph should answer the essential questions: who, what, where and when. Keep it tight. Think of it as a snapshot of the full story.
Example
Smith & Fern has released a new hand poured winter candle inspired by the fells of Cumbria. The collection is available now on their website and includes three scents using locally sourced beeswax.
3.
Add the detail
Use the next few paragraphs to explain the story in a little more depth. This might include:
Why you created the product or collection
The craft process or materials
Any interesting regional ties
Collaborations
The inspiration behind the work
Keep sentences short and avoid overly promotional language. A press release is news writing, not a sales pitch.
4.
Include a human angle
Readers respond to real people and real stories. One short quote from the founder can bring warmth and authenticity.
Example
Founder Anna Smith says: “This collection was shaped by the quiet weeks of late autumn and early winter. I spent time walking along the lake shores and wanted the scents to reflect that grounding stillness.”
We recommend instead of writing a single quote, you include a section written in your own words about your love of the subject/inspiration for the subject topic.
5.
Add practical information
Make it easy for editors to include correct details. Add:
Website link
Product name(s)
Founder names, pronouns, nicknames, relationship if co founders.
Launch date
Prices
Materials or ingredients (if relevant)
Where the product is made
6.
Provide a selection of images
High quality photography helps your story stand out and therefore more likely to be published. Include:
2-3 product images
4-6 lifestyle or behind the scenes images
A founder portrait (optional but strongly recommended)
Send images as a list of links* or a small downloadable folder. Please do not attach very large files to an email.
*to get your image links, right click on an image on your website, select ‘copy image address’ and paste the link into your press release document.
7.
Keep it to one page
Most press releases fit comfortably on a single A4 page. If your story needs more space, keep any additional detail for an accompanying note rather than the main release.
8.
Contact information
End with clear contact details so an editor can reach you quickly.
Example
For further information please contact:
Name
Email
Website
What makes a strong press release for The Artisan Founder
We prioritise stories that feel rooted in craft, place or seasonal inspiration. Examples include:
New products created using traditional methods
Collaborations with local growers, foragers or craftspeople
A founder’s unique approach to materials and technique
Seasonal releases with a clear story behind them
Maker stories linked to a region or landscape
We only link to brand’s own websites, not marketplaces or third parties.
Ready to submit your press release? Email us [email protected]
