The Art Of Communication

Our industry is built on relationships. Relationships we have with clients, journalists, bloggers, the media and our suppliers and of course each other. Every good relationship is built on good communication. It’s what we are all about and we think we are pretty good at it! So why is it so important?

It allows us to make connections with those around us and to maintain the relationships we create. Words are powerful so choose them carefully. It really is like an art form if you think about it – you have a blank canvas so what are you going to create with it? If you need some help you know who to ask.

Welcome to our first blog post. Please sit back, relax, read, comment, like and share to spread the word (after all it’s art isn’t it?!)


Natasha M-J

Featured post

Product Loans from Amino Clients

Sourcing, researching and finding exactly the right product for a photo shoot is an endless and time-consuming task. Producing fresh new approaches to creating stunning room sets, working within difficult spaces, cajoling home owners when on location are just a few challenges – and then let’s not even mention the havoc that natural daylight throws into those photoshoots!

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Sadly, in most of those areas we have our hands tied and can’t actually help with in any practical terms. But, one area we can pitch in is with having fabulous clients that are delighted to loan out many of their stunning products and solve the lengthy research process.
Now, tricky it would indeed be to loan a complete Chamber Furniture kitchen, but we are always happy to look loaning out freestanding pieces like dressers or room dividers, handcrafted tables and gorgeous chairs. You would be surprised what is in the Chamber showroom just begging for a day trip and an ‘outing’.

Fabulous furniture is Tetrad’s forte so a complete feast of vibrant velvet sofas, stunningly classic Harris Tweed pieces, delicious leather chairs and even distinguished coffee table Trunks are all very easy for us to deliver to any UK location.

Bedrooms are easily catered for as well with the ever-enthusiastic Headboard Workshop who will happily make up any size or style of headboard in one of its huge selection of fabrics or simply send a fabric you prefer – this company’s generosity knows no bounds.
Chadder & Co. equally will send a complete bath, vanity stand, mirror or accessory to you and arrange collection afterwards.

And should you need a stunning model to accompany any photo shoots then exquisite clothing is just what you will need and Nellie & Dove are a stylist’s dream – clothing, shoes and accessories for every occasion.

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As a PR agency, our role is help stylists, journalists and Editors as much as we can. So simply send us your requirements and let us take a few things off your To Do list.
Julie R

Why SEO is Essential to Success in 2017

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Changes in technology and modern culture have transformed the way in which we all look, learn and shop. It’s now estimated 93% of online experiences begin with a search engine and it’s believed 90% of those people will click organic search, whilst only 10% of those are brave enough to venture into page two (ImForza), suggesting it’s vitally important you rank high in powerhouses such as Google, Bing, and Yahoo.

SEO is a proven method to ensure businesses are found via search engines. Through discovering and using keywords relevant within your niche, you help inform Google what your site is all about. Secondly, by creating natural and enticing content which is regularly publicised via social media you encourage more people to talk about your site. Which in turn, helps you rank higher.

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This is why so many businesses implement an inbound marketing strategy. Put simply it’s a pull strategy for drawing customers towards your products and services via content marketing, social media marketing, and search engine optimization.  This magic combination creates inbound leads which hold an impressive 14.6% close rate, versus outbound tactics which hold a 1.7% close rate (NewsCred, 2014), making it a great resource to generate new business.

Inbound marketing efforts both amplify and work in harmony with the traditional marketing mix, as it allows businesses to generate awareness around their products. SEO can underpin all your marketing efforts, for example; let’s take a press release promoting a new product:

·    Keyword research allows you to identify what’s popular and target key terms which are regularly searched by your target market, thus allowing you to design content which is findable and in demand.

·    Through building links from other sites toward your content, you’re telling Google it’s relevant. Consequently, the release can rank high on search engines which enable more people to access your content.

·    For further effectiveness then publicise your release via your blog and social media presence to create further awareness of your message.

This marketing technique, when implemented with passion and knowledge, is proven to generate greater ROI, credibility and web traffic. The strategy can help amplify your marketing mix all whilst creating a real competitive advantage for your business.

For more information, please visit: or call us on 020 7084 6212



Jøtul: Fighting the Cold in Style Since 1853


Norwegian brand Jøtul, is one of the world’s oldest producers of stoves, inserts & fireplaces and have been a hugely loved client of Amino’s for almost a decade. Building on a proud Norwegian heritage, Jøtul have combined fine craftsmanship with the art of coping with the cold for 160 years now. Norwegian nature, culture and craft are vital parts of its DNA. Jøtul’s passion for warmth combined with craftsmanship rooted in ancient traditions for adding aesthetic qualities to everyday tools, has been important ingredients in defining the spirit of Jøtul.

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Its timeless products bridge together the past and present beautifully and integrate the architectural qualities of modern living spaces. They feature Norwegian craftsmanship and functional design with both immediate appeal and design qualities that stands apart from short-lived trends. While all its products are beautiful design pieces in their own right, Jøtul firmly believe that form should follow function. Its loyal and discerning customers buy a Jøtul because they know that nothing is left to chance. Its creators take great pride in the art of designing and manufacturing the world’s finest and most durable cast iron fires. It’s their customer’s satisfaction that drives them to continue making these fantastic products.

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Jøtul is a leading worldwide brand and a global market leader sold in forty-three countries on six continents. Its conscious adaptation to the individual markets, conditions and customer needs, is a vital part of Jøtul’s international success.

Schools (almost) out for summer

Before we know it Summer will be here, it’s only around the corner and we are seeing the emergence of some exciting new trends. The catwalks of London, Paris, New York and Milan were inundated with attention grabbing outfits, styles and trends that filter into other sectors such as the interiors sector.


Stripes are big for SS17, something The Headboard Workshop do well. The Kingsize Arran Headboard (pictured above) is upholstered here in Stripe Linen Aqua. This stunning piece will make a statement in any bedroom!

Pink is also the new black for SS17. The Footstool Workshop has over 100 swatches on their website. We adore the Fuchsia Basket Weave pictured below that is right on trend! It’s hard to imagine that you won’t find a fabric that you like but if you don’t just give them a call and they will endeavour to help you find one that you do like – that’s the kind of company they are.


Whites and textures feature heavily and this fun and super stylish Alphamoment embroidered Playsuit available at Nellie and Dove captures the essence of summer – light, fun and (fingers crossed) here to stay 🙂


Natasha M-J



Q&A with Interiors Journalist Hayley Gilbert

Hayley Gilbert
1. How long have you been a journalist?
Goodness, I feel old answering this but I’ve been a journalist for 22 years now!

2. How did you get the journalist bug?
After graduating from uni with a degree in Media & Cultural Studies, I moved back home and got a job on my local newspaper in the production department. Whilst my role was quite tedious and involved occasional night shifts, I used to gaze longingly at the writers’ desks and knew that that’s what I wanted to do. After that I moved to London where I worked on a music magazine before finding my niche in home interiors publications.

3. What’s the best part of your job?
It has to be getting to see the most beautiful properties and interiors as well as meeting fabulous, friendly people and having sneak previews of upcoming trends.

4. What’s the most challenging aspect?
Probably keeping on top of all the emails that come in when I’m working on maybe four or five different features at once. I am pretty organised though but it does keep me on my toes.

5. Is your own home filled with all the fabulous products you write about?
Hmm, not the high-end expensive stuff but yes, I definitely take inspiration from the high street and online trends that I cover for shopping pages; there are definitely times when I see something and think, I just have to have that!

6. Have you renovated your own home?
Yes but only in terms of installing a new kitchen and bathrooms and updating the décor. I did knock a wall down between the old kitchen and dining room to make it one larger open-plan space. That’s something I write about often, so I had to follow my own advice on that one. The house was built in 1993 and hadn’t been updated since so there was a lot of peach in the bathrooms… No amount of retro revival could bring that back!

7. What’s your top tip for looking forward to the next interior trend – is it fashion led?
For autumn/winter 2017 it’s all about navy, gold and emerald – rich, dramatic shades that work well in homes as well as fashion.

8. What couldn’t you live without in your own home/ your best find or buy??
I do have a soft spot for kitchens and love a good gadget. I don’t think I could manage without my kettle or my Dolce Gusto coffee pod machine; I drink tea and coffee constantly when working and it’s a good excuse to get up from the desk and have a stretch. I recently bought some film prints from Etsy, which I framed in simple white frames from B&Q. They are by Law & Moore and I chose some of my favourite films – The Goonies, The Grand Budapest Hotel and Indiana Jones trilogy – find them on

9. Everyone is said to have a book within them – would you consider writing one and what would your subject be
Yes definitely; it’s something on my ‘to do’ list. Having a 15-year-old son who refuses to read for pleasure, I’d love to write a novel for the teen boy market that’s aimed more at his age group. Girls seem to have more options so it would be nice to make reading for boys cool again.

10. What do you love doing in those precious free time moments?
I spent two years learning how to swing jive, which was amazing. Great exercise and fun and I met some lovely people. I also love pottering round craft fairs and markets, heading to the beach in all weathers and occasionally baking the odd cake.

Julie R

Social Media as a Business Tool

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Social media has a huge presence in business today. It is as valuable to a business as marketing or PR – it provides unparalleled access to your customer too! You can find out what they like, what they don’t like and who they really are. People will often to turn to social media platforms when deciding if to use a company. It’s not only important to have a presence online, it is important to have the RIGHT presence online.

As your customer feels more connected to you, loyalty to the brand is increased. Your customers will expect you to have a profile online, it’s a part of doing business in today’s world. No longer is social media seen as a way that younger generations while away hours on but it becomes a key arm in your marketing strategy – while of course being able to see what your competitors are up to!

Perhaps most importantly of all, social media is instant. An instant way for you to reach your customers, an instant way to make your company voice heard, and an instant way to build your company profile


Natasha M-J

So Much More Than Just Kitchens – Chamber Furniture


Rarely do you find a company which just continues to surprise and delight you. Not just with their innovation, customer dedication and craftsmanship but with all the other elements that make them real people and such a pleasure to work for that you feel you really are part of the fabric of their team. Chamber Furniture is such a company. Truly they are just the nicest bunch of people.

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I’m lucky enough to arrange the photo shoots and visit their clients first hand, so it’s not just me and the Amino team who are great fans, there are numerous others out there! Every single Chamber client I’ve had the pleasure to meet has been simply thrilled to be able to do a photo shoot as some way of giving back to the Chamber team as a thank you. Each one has enthused and delighted with their dealings with Chamber from start to finish, it’s like customers have lost a friend once the kitchen is in place and the relationship finished – some have moved home, bought second homes and return time and again to have a second or third Chamber kitchen. And it’s not just the design team, the front of house stars, oh no, the installation team is just as passionate, efficient, cheery, tidy and happy in their work as the designers are knowledgeable. Some clients invite the installers to breakfast or buy in their favourite biscuits!


So, it comes as no surprise to me that Chamber are called upon to design and make furniture for every room of the home – people are running out of excuses to get another kitchen.


If there were an award for being a fabulously talented and caring company – Chamber Furniture would indeed be a winner!

Julie R

Big Welcome to Newcomer Sue Whiteman

Sue Whiteman

We are thrilled to announce a new team member has joined the madness of team Amino!

Sue Whiteman joined us as Business Development Manager last week.

Having spent over 25 years in the media sales realms of regional publishing, Sue has great knowledge on helping clients build their businesses by creating complete media campaigns covering a wide variety of print, digital and social media mediums.

Sue will be helping with the expansion of Amino by visiting prospective new clients as well as meeting and introducing our complete portfolio of services to existing clients.

Luckily as Sue is renovating her own period property at present she already has an inbuilt passion of everything interior and home décor wise, so taking a little light reading home each night (piles of magazines) was met with much enthusiasm and open-arms (we just hope she won’t be using them all as a substitute wallpaper).

We know Sue is going to fit right in with our team and we know all clients new and old will also be as charmed by her honest, hard-working and keen-to-help attitude as we are.

Julie R

Independent Styling & Colour Analysis at Nellie & Dove

Dress with more confidence knowing you are wearing colours that lift your skin tone.   


On Monday 24th April Nellie & Dove invite you to book in for mini colour taster sessions with Jenny, an experienced, independent stylist and colour analyst.  For just £20 you will have a twenty minute individual consultation – redeemable against any purchase (previous purchases are covered too).

What is Colour Analysis?

We all want to feel beautiful and confident that we are wearing the right colours for our complexion. Colour analysis will provide you with the knowledge to do just that. By taking your natural colouring and comparing it with a large palette of colours, you can determine what shades make you look your best!


[Above: Wendy wearing Florence Bridge]

If you would like to book yourself a slot, please email the lovely Helen at:

The Nellie & Dove team look forward to welcoming you!

Beth D

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