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've seen the publicity shots for the The Celebrity Traitors, which airs tonight, you may have spotted Claudia Winkleman in a jacquard-knit vest. It's the Lin Lambswool Jacquard Knitted Charcoal vest by Genevieve Sweeney, the luxury knitwear brand based near Bishop's Stortford, Hertfordshire.
We couldn't be prouder of Genevieve and Amie.
This is their win. They secured this opportunity themselves, 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
Genevieve Sweeney has been a PR Dispatch member since 2020, and the brand's PR journey is built on years of consistent work.
Genevieve trained as a knitwear designer and worked for several well-known brands before launching her own label of premium British knitwear. Over the years, she and Amie have kept pitching, kept following up and kept building relationships with the press.
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
Genevieve and Amie have also thought carefully about how to capitalise on this big press moment.
The website: the featured piece is easy to find online.
Social: as soon as they spotted the vest in the publicity shots, they shared the news on Instagram, in both posts and stories.
It's a brilliant example of what can happen when you're ready to make the most of PR once it arrives.
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's story is a much better reminder of what consistent PR can do over time.
Genevieve and Amie's success is theirs, and we're thrilled for them. They've spent years putting their brand out there, pitching, following up and staying visible.
They've been doing the work since long before this particular opportunity came along.
And now Claudia Winkleman is wearing their knitwear.
And if you're wondering what consistent PR could do for your own brand, well... look what they did.
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