Frequently Asked Questions (FAQ)

Q: What services does Ambre Azur offer?

A: Ambre Azur is a boutique creative agency focused exclusively on the jewellery industry. We provide holistic Brand Development, Product Development, Art Direction, PR, Sales, Content Creation and Copywriting services – each tailored to fine jewellery brands seeking a distinctive and captivating market presence.

Q:  Who is behind Ambre Azur?

A: Founded and led by Birgit Marie Herold-Schmidt, MA (RCA), a jewellery industry expert with over 13 years of experience in design, marketing and creative direction. Birgit has held roles such as Creative Director at SMITH/GREY, Visiting Lecturer at the Royal College of Art, and Head of Product & Design at an internationally operating jewellery manufacturer.

Q:  What types of brands can you help?

A: We specialise in fine and demi-fine jewellery brands—startups to established houses—helping them define brand voice, elevate their design portfolio, create visually compelling campaigns and craft inspiring product narratives.

Q:  How does the branding process work?

A: Our process begins with uncovering your brand's story and unique positioning. We then translate this into a visual identity, packaging, content direction, and consistent brand messaging, ensuring that each element aligns strategically with your goals and target audience.

Q:  Can you assist with product and jewellery collection development?

A: Yes! We work with clients to expand current collections, develop new product lines, optimise packaging and POS, and ensure a perfect balance between creative exploration and commercial viability.

Q:  What is your approach to content creation and art direction?

A: We lead creative production from planning to execution, delivering high-end visuals and campaigns that genuinely reflect a brand's values and story. Services include social media content, lookbooks, photo shoots and art direction.

Q: Do you handle copywriting?

A: Absolutely. Specialist copywriting for the jewellery sector is part of our offering. We craft brand voice, marketing content and evocative product descriptions designed to engage and inspire action.

Q: What experience do you have in the jewellery field?

A: Birgit Marie brings more than a decade of hands-on experience, global industry insight, design and marketing expertise, plus multiple industry awards. Her background as a Creative Director, RCA lecturer, and Product & Design Lead gives Ambre Azur strong technical credibility and creative depth.

Q: How can I contact Ambre Azur?

A:  We'd love to hear from you! Reach us via email at hello@ambreazur.com, or call/message +43 676 930 1557. You can also connect with Birgit directly on LinkedIn.

Q: Where is Ambre Azur based?

A: We're headquartered in Vienna, Austria—registered as Ambre Azur e.U. under FN 620306 s, UID ATU80293736, registered at Elizabeth-T.-Spira-Promenade 2/22, 1030 Vienna; Office: Reisnerstrasse 14, 1030 Vienna.

Q: What PR services does Ambre Azur offer for jewellery brands?

A: Ambre Azur provides press relations for fine and demi-fine jewellery brands, including press outreach, media list building, press release writing, press day organisation, editorial placement, and ongoing press office support. Services are tailored to each brand's stage and press history rather than delivered as a fixed package.

Q: Who is this PR service for?

A: Ambre Azur works with independent jewellery designers and jewellery houses, from brands preparing their first press outreach to established labels looking to formalise their press activity. Clients are typically based in Europe, though the service extends to jewellery brands anywhere seeking a specialist in the fine and demi-fine jewellery sector.

Q: Where is Ambre Azur based, and which markets does it cover?

A: Ambre Azur is based in Vienna, Austria, and works with jewellery brands across the EU. Press relationships are built primarily with German- and English-language jewellery, design, and lifestyle media.

Q: How is this different from working with a generalist PR agency?

A: A generalist PR agency covers many industries at once. Ambre Azur works exclusively with jewellery brands, which means press pitches are grounded in technical knowledge of materials, craftsmanship, and design language, and existing relationships with jewellery-specific press and editors.

Q: What does a typical PR engagement look like?

A: A PR engagement usually begins with a review of the brand's current press presence and positioning, followed by a tailored media list, a press release or press kit, and a structured outreach period. For ongoing clients, this extends into a regular press office function covering new collections, coverage tracking, and relationship maintenance with journalists and editors.

Q: Can Ambre Azur organise press days or events?

A: Yes. Ambre Azur plans and runs press days for individual brands and multi-brand events, including guest curation, briefing materials, and follow-up press outreach after the event.

Q: How long does it take to see press coverage?

A: Timelines vary by publication and lead times, which can range from a few weeks for online coverage to several months for print. Ambre Azur sets realistic expectations at the outset based on the brand's current press profile and the outlets being targeted.

Q: Does Ambre Azur write press materials as well as handle outreach?

A: Yes. Copywriting for press releases, brand stories, and press kits is part of the service, written specifically for a jewellery press audience rather than adapted from general marketing copy.

Q: How does a jewellery brand get started with Ambre Azur?

A: The first step is a short introductory conversation to review the brand's current press activity and goals. From there, Ambre Azur proposes a tailored scope, either as a single project (such as a press day or launch) or an ongoing retainer.

Q: Why choose Ambre Azur over a generalist agency?

A: Unlike general creative agencies, Ambre Azur brings specialist domain expertise in jewellery—deep knowledge of gemstones, metals, enamel, and jewellery-brand culture—ensuring branding work that echoes precisely with your target clientele and industry benchmarks.