Editor Gifting
Getting product into the right hands is at the core of any strong gifting program. The goal isn’t to send product broadly, it’s to place it thoughtfully with editors, stylists, and media contacts who already cover the category and have a real reason to consider it.
That can mean seasonal roundups, product-driven stories, testing opportunities, or upcoming shopping coverage. I focus on identifying the right contacts, shaping the angle, and coordinating product sends in a way that feels relevant from the start.
The approach is intentional, with a focus on strong placement and long-term relationships with the people who actually drive coverage.
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This is what editor gifting looks like in practice: structured, targeted, and aligned with how editors actually work.
Identifying editors and stylists based on what they’re actively covering and where the product naturally fits
Shaping gifting angles tied to launches, seasonal moments, or broader editorial themes
Pitching product for inclusion in shopping stories, roundups, reviews, and features
Coordinating product sends, tracking deliveries, and managing timelines
Following up with editors around consideration and upcoming opportunities
Monitoring and tracking any resulting coverage
Each gifting inactive is built around the product, the timing, and the type of coverage that makes the most sense.
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It usually starts with a quick conversation to understand the brand, the product, and what you’re looking to achieve through gifting.
From there, we look at:
Which editors and outlets make the most sense
What product angles or story opportunities could resonate
Timing for outreach and product sends
Once everything is aligned, outreach and coordination begin.
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My approach to editor gifting is highly intentional and relationship-led.
I focus on placing products with editors and stylists who already cover the category, are actively working on relevant stories, or have a clear reason to consider it.
That makes the outreach feel more natural, the product more useful, and the opportunity more aligned from the start.
Gifting isn’t a guarantee of coverage. It’s a way to build visibility over time, support editorial consideration, and create opportunities that can evolve into product features, testing, and longer-lead stories.
