Like a vintage-obsessed Clark Kent, when I'm not indulging my ego as a jewellery-making entrepreneur, I'm a working journalist. Mostly I write about music and the arts, but at Uni I specialised in fashion journalism. Now I've been on the receiving end of a lot of press releases - good and bad. And now the shop is functioning, this weekend I need to get cracking on the Made With Love releases. But to be helpful, I thought I'd share some dos and dont's when it comes to writing your own press releases - from a journalist's perspective. This is the most important thing I can tell you - look for a news angle. Your mere existence does not constitute news and does not entitle you to a feature - you have to find a hook. Being local or new (or, better, local and new) is always a good start, but also look at how you fit in with current fashion trends, consider what makes your product unique or highlight something exciting you've done recently. Having a sale or speci...