Sarah Carpin, director, FACETS PR
Sarah Carpin, director, FACETS PR

The past year has held a defining moment for self-confessed workaholic Sarah Carpin: the successful rebranding of CMJ Media to Facets PR.

Having grown exponentially from a small start-up to the biggest jewellery specialist agency in the UK, Facets PR remains wholly owned by CMJ, but with a new name to clarify its independent status.

“We offer PR and marketing services to the entire jewellery industry, not just for businesses within the CMJ,” explains Sarah, “and in order to further grow the agency, it was important to reposition ourselves to reflect what we do more accurately to the wider world. Our growth since that rebrand took place has shown that this was the correct step to take.”


One of the agency’s most successful projects this year was helping Trollbeads to engage a younger audience with its new Say Hello jewellery collection.

Thanks to the team’s campaign, working with fashion blogger Liv Purvis, who has become the face of the collection and endorses the brand on her What Olivia Did platform, Say Hello has become a best-selling collection in Trollbeads concept stores.

Facets PR is also building up its consultancy work, and has seen a huge increase in demand for social media support services. “Working with our clients to identify their marketing needs, develop solutions and implement projects to carry those solutions through successfully is the most rewarding part of our job as an agency,” says Sarah.

Pictured here in Library, Facet PR’s private members’ club in the West End (which she sees as a perfect reflection of her personality – “Not too traditional, well-read and arty, welcoming but slightly frayed around the edges and not taking itself too seriously!” – Sarah is excited about the future.

Plans for the next 12 months include recruitment to boost the already strong team of talent, building the CMJ-distributed brands, and continuing to support the agency’s long-term clients. “Seeing the continued success of these businesses in the UK is the best advertisement we could possibly have!”

Previous articleHOT 100 BRAND CHAMPIONS: Jennie Higgins, UK Brand Development Manager, Bronzallure (Gablestone Partners)
Next articleHOT 100 BUSINESS BIG SHOTS: Natalia Rocchi, H Samuel Bridal Diamonds Buyer, Signet Jewelers