Amy Moorea Wong shares her tips with Lifestyle PR's


In the hot seat:

  • Amy Moorea Wong
    Former Features Editor at Elle Decoration

Amy's Focus:

  • Now freelance having left her post as Features Editor at Elle Decoration
    • Will still be writing for Elle Decoration, IPC Titles, Livingetc and Homes and Garden
    • Will be travelling and working remotely for the next couple of months
  • Still heavily focussed on design led interiors but will have an element of travel to it now
  • Best time to meet: breakfast, so then she can get on with her day. 1 hour coffee.
    • No lunch meetings
  • Kate Worthington has taken over from Amy at Elle Decoration

Elle Decoration:

  • Plans stories 3 months in advance
  • 12 full time journalists and what is written in print is syndicated online, after delay
  • There is no digital team at Elle Decoration though looking to create their own content soon
    • Beth Ryder is a good contact
  • Print regarded as more refined, selective and valuable
  • October issue of Elle focuses on British designers
  • Big focus on sustainability, eco, recycling and timeless products
  • Trade shows very influential especially Milan, Paris (Sept & Jan), Germany (bathroom) and London Design Festival
  • Keen that products they promote are available in the UK

Top Tips:

  • Amy will not pick up the phone and prefers email contact only
  • Instagram is not a professional space and she would prefer to be emailed as opposed to message via social media
  • Do not email on a Monday morning, best time to email is after 12 as more responsive
  • Image / Photo is key: Loves all things visual and being able to see things, e.g. materials and fabrics
    • Deco relies on images as never shoots it’s products etc
    • Link on email to high resolution images is key (eg Dropbox)
  • PRs should invest in Stylists for a shoot
  • All emails sent will be read, gathered and filed; sometimes replies take up to 6 months as suitable for trends pieces. Unable to reply to everyone due to volume of emails received each day (circa 150)
  • A catchy concise headline will grab her attention
  • Don’t force your client into a trend - doesn’t work for Amy!
    • The more obscure the trend the better
    • Keen to champion young brands (Elle Deco Design Awards / Young Design section)

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