PR moment: Claudia Winkleman wears Genevieve Sweeney on Traitors
We're so excited to celebrate a huge moment for PR Dispatch member Genevieve Sweeney and Amie Langton, the brand's PR & Marketing Manager who have been doing PR with us (instead of a PR agency) since 2020.
If you watched The Celebrity Traitors on Friday, you'll have seen Claudia Winkleman wearing Genevieve Sweeney’s Soar Textured Stitch Knitted Vest as she walked into breakfast.
Claudia also wore the brand's Lin Lambswool Jacquard Knitted Vest in Charcoal in the show's press shots.
How incredible is that? We couldn't be prouder of Genevieve and Amie.
This win is all theirs. They secured the opportunity themselves, through their own relationships, and they've done the work to get here.
The story has already been covered by the BBC, the Bishop's Stortford Independent and Who What Wear, with Genevieve telling the BBC of her "utter surprise" at seeing Claudia wear her design.
You can follow along on Genevieve Sweeney's Instagram for updates.
Six years of showing up
It's easy to look at a moment like this and assume it happened overnight. But it didn't.
Genevieve trained as a knitwear designer and worked for several well-known brands before launching her own label of premium British knitwear.
Since joining PR Dispatch in 2020, she and Amie have spent six years pitching, following up, forming direct relationships with journalists and getting press features. That work has paid off, with the brand featured in Country Living, HELLO! Fashion, Observer Magazine, Ideal Home and Country Homes & Interiors.
None of this happened overnight. Genevieve and Amie have kept showing up, and we're delighted to have been alongside them since 2020.
Making the most of the spotlight
When the landslide of coverage came, Genevieve and Amie were ready for it.
By the end of the week, they'd landed radio, interviews, the front cover of the Bishop's Stortford Independent, a feature on the BBC, and product round-ups in Who What Wear, Good Housekeeping, HELLO! and more. And we're sure there's plenty more to come.
That coverage didn't happen by chance:
Pitches: emails were already written and waiting to go.
Press contacts: they had a shortlist of journalists ready to contact.
Images: press-ready images were already in a folder.
The website: the featured pieces were easy to find online.
Social: as soon as they spotted the vest in the press shots, they shared the news on Instagram, in both posts and stories.
Years of consistent PR meant Genevieve and Amie knew exactly what to do: who to contact, what to send and how to move quickly.
Look what they did
There's a temptation to look at a moment like this and think it came from one perfect pitch, one lucky break or one big opportunity.
Genevieve Sweeney’s story is a much better reminder of what consistent PR can do over time.
You don't always know which pitch is going to lead somewhere or when your next big opportunity will come. And when it does, you need to act fast.
So keep showing up, keep building those relationships and keep getting your brand in front of the press. Then, when the spotlight turns to your brand, you'll know what to do with it.
And if you're wondering what consistent PR could do for your own brand, well... look what they did.
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