Founded by a former luxury writer for the Financial Times, London-based Claire Adler Luxury PR offers Written Communications, Press Coverage and Profile-Raising

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Q&A with Claire

What's your unique approach?
I was a busy freelance journalist for over a decade, writing on jewellery, diamonds, watches and luxury for the Financial Times, The Times, Hong Kong Tatler and many others. Around 2016, I started taking on writing and communications projects for clients including Sotheby's, De Beers and Jaeger-LeCoultre. When I started working on securing press coverage for my first client, I began experimentally - I charged fees on a results-only basis - something no PR consultant I have ever met has been bold enough to try. When the coverage I delivered soon exceeded all our expectations and my client said to me 'We've worked with several top London PR agencies, not one of them has secured as much coverage as you' I realised it was time to set up my own agency and take things up a notch or three.

Why is PR valuable in 2020?
A study by HubSpot found that website visitors are 48% more likely to convert to customers if the website displays media logos. A CNN Business reporter we spoke to one Monday morning recently said she had received 5000 messages in her inbox that day, but when it's not Monday she expects 1500 email pitches daily. There's still something magical about seeing your name in the A list media like Forbes, the BBC, Financial Times or live on CNN TV - the professionals call public relations earned media - it conveys an enormous level of credibility and authority, which also counts towards verification, those coveted blue ticks, on Twitter and Instagram. We're in the business of helping our clients to build their online reputation, improve their searchability, target relevant audiences, expand their reach, grow their brand credibility and establish their industry authority. We focus on 3 areas - press opportunities, beautiful communications and strategic introductions.

Who is your ideal client?
We tend to attract and love working with driven, visionary entrepreneurs who are leaders in their fields and who adopt a maverick approach. In terms of business size, our clients have turnovers starting from the tens of millions and the sky has really proved to be the limit. It's my job to look after the reputation of my clients, but ultimately I have to look after my own reputation, which is why we only take on clients when we are confident we can secure coverage for them.

Lockdown highlights
Despite these crazy times working hard for our clients, it's been reassuring that I'm being approached regularly for my opinion on topical issues, whether by clients or research agencies. I've recently offered my input to reporting on the luxury world in the Daily Express, for world-leading behavioural research agency Canvas8 and for a market research project by luxury advisers Barton Consulting for a high end luxury brand.

Claire Adler’s clients include or have included Claire Adler's expertise has been quoted in/on
Thank you for the tremendous work you have done for iSparkle, securing us a fortune of press exposure.
- Ilan Kaplan, CEO and founder, iSparkle, Johannesburg
Your press releases and the process you took us through to create them, have been instrumental in helping us to sharpen our brand story and key messaging and successfully capture the attention of many of our target journalists and business partners.
- Christian Zorweg, founder and CEO, Buben & Zorweg safes and private museums, Germany
Claire Adler's overall guidance, media relations activity and strategic introductions have enhanced our brand recognition and helped bring what we do to a relevant, targeted audience.- Barbara Tipple PhD, award winning jeweller, UK I am not surprised you have been named by IN London magazine as one of London's Top 20 Tastemakers. Keep paving the way of great taste for London and the world. I love what you are doing. Look forward to starting on our next project.- Christophe Carpente, Principal, CAPS Architecture and Interior Design, London Claire Adler combines a wide and in-depth knowledge of the luxury industry with an ability to write authoritatively, interestingly and well. She is a consummate professional who is comfortable interacting at the often challenging CEO level. She gets things right the first time.- Norman Barber, Head of publications, Anglo American Plc, London Claire's London Luxury Quarter report entitled Art & Jewellery in a Global Powerhouse has received superb feedback from our stakeholders across property owners, brands, agents, government and media.- Jace Tyrell, CEO, New West End Company, London Many thanks again for your talk on top trends in the luxury market. Your analysis fitted in well with our company direction and stimulated discussion in our workshops later.- Ian Curle, CEO, Edrington, makers of The Macallan, Scotland Thank you for knocking it out of the ballpark once again! The increased press coverage you have secured for 77 Diamonds in a wide variety of target publications, alongside strategic introductions, have proved invaluable to our growth.
- Tobias Kormind, managing director and co-founder, 77 Diamonds, London
Thank you so much for the brand history you've written for us. It's exactly what we wanted!
- Melanie Jeanroy, communications officer, Adler, Geneva
Claire Adler is an exceptional writer whose innovative storytelling is world-class and unmatched by most writers. She is a team player who enhances the enjoyment of any collaboration.
- Milton Pedraza, CEO, Luxury Institute, New York
Such a joy to have you work with us on our 20th anniversary magazine, thank you!- Sarah Lyons, head of global marketing, Affordable Art Fair We are humbled by the attention we are getting in the UK. Thank you Claire! Keep them coming.- Eddie LeVian, CEO, Le Vian, New York Your press releases and story pitches are outstanding and always lots more fun to read than most of the ones I receive. - Esther Ligthart, 30,000 followers on LinkedIn, blogger and founder of Please let me know if you would like some help or interns from my course. It is always good when they work with you. - Judith Watt, Pathway leader: BA Fashion Journalism, Central Saint Martins - University of the Arts London