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)
