“We highly recommend jwc to any interiors brand looking to raise its profile and drive real results.“
Steve Pymm, founder Black by Design.
Client Overview
Black By Design is a contemporary homewares and interiors brand, established in 2010 and known for stylish furniture, distinctive bathroom accessories, and unique decorative pieces. They partnered with our jwc Press Office in mid-2024 to grow brand recognition, secure authoritative media coverage, and ultimately boost sales.
The Challenge
Despite a strong product range, Black By Design needed consistent, high-level exposure to break through the crowded interiors market—particularly around Christmas gift guides, bathroom décor, and trending home accessories. They also sought to strengthen their SEO via authoritative backlinks.
Our Approach
- Monthly Media Mailers
- Crafted themed releases (e.g., Christmas Gift Guides, Bathroom Accessories, Glassware Launches) distributed to our network of homes and interiors journalists.
- Achieved open rates between 31% and 60%—significantly higher than the industry average (~20%).
- Press Office & Press Loft
- Continuously updated Press Loft with new lifestyle imagery, ensuring 24/7 access for editors.
- Managed “Expert Quote” listings, brand bios, and curated product collections aligned with trending topics (e.g., “Mocha Mousse” for Pantone COTY 2025).
- Targeted Media Requests
- Responded to weekly calls from top-tier outlets like Red, House Beautiful, The Sun, and Ideal Home, pitching Black By Design products for relevant features.
- Leveraged seasonal trends (e.g., stripes, denim blue, rustic homewares) to place the brand in roundups and holiday gift guides.
- Backlink Building & Coverage Monitoring
- Achieved consistent mentions in national print media (e.g., Good Housekeeping, Bella, My Weekly), lifestyle publications (House Beautiful, LoveProperty.com, Ideal Home), and regional titles.
- Secured multiple high-DA backlinks from sites like MSN, Yahoo, and property/lifestyle blogs.
Key Results
- Significant Increase in Sales Over Six Months
Black By Design experienced a surge in sales and attributes a significant part of this growth to the heightened brand awareness and credibility gained through targeted PR efforts. - Hundreds of Media Mentions
Featured in national and regional magazines, newspapers, and digital outlets, ranging from Grazia and Homebuilding & Renovating to House Beautiful and Cheshire Life. - Strong Open Rates & Image Downloads
Mailer open rates frequently surpassed 50%, and Press Loft saw consistent monthly downloads, with interest from Grand Designs, Woman & Home, and The English Home. - Diverse Seasonal & Trend Coverage
Successful inclusion in holiday gift guides, bathroom makeovers, colour trend features, and more. This positioned Black By Design as a go-to resource for journalists looking for fresh design ideas.
Conclusion
Through strategic monthly mailers, robust press office management, and agile media response, Black By Design achieved widespread recognition that directly contributed to a large boost in sales. By leveraging timely trends, curated product showcases, and high-profile editorial links, we helped elevate Black By Design’s standing in the competitive interiors market—proving once again that consistent, well-executed PR drives tangible business results.
