Marina Coelho, the founder of Sparkling PR, has carved a niche for herself by focusing on the unique needs of independent watch and jewelry brands. With a wealth of experience and a passion for meaningful communication, Marina has positioned Sparkling PR at the forefront of the luxury PR landscape. In this exclusive interview, she shares her insights on the challenges and opportunities within the industry, as well as her vision for the future of luxury brand communications. 

Luxury Lifestyle Awards: Thank you for joining us today, Marina. To start, can you share a bit about your background and what inspired you to establish Sparkling PR? 

Marina Coelho: Thank you so much for having me. My journey into the world of luxury PR began with a deep appreciation for the stories that lie behind every meticulously crafted timepiece and piece of jewelry. Before founding Sparkling PR, I worked with various global luxury brands, gaining valuable insights into their unique communication needs. It became clear to me that independent watch and jewelry brands often struggle to find a PR partner who truly understands their essence. I felt there was a space for an agency that could blend the power of storytelling with a nuanced understanding of these brands’ heritage and craftsmanship. Sparkling PR was born out of that vision—to create a platform that would not just represent luxury, but celebrate it with authenticity. 

LLA: How would you describe the mission of Sparkling PR? 

MC: At Sparkling PR, our mission is to create meaningful connections between independent luxury brands and their discerning audiences. We are passionate about crafting narratives that resonate, highlighting the heritage, artistry, and values that define each brand. We believe that in today’s fast-paced digital age, true luxury is about more than just prestige—it’s about authenticity, legacy, and a genuine commitment to excellence. Our goal is to amplify these qualities through tailored PR strategies that make each brand’s story shine, whether through press coverage, strategic partnerships, or digital storytelling. 

LLA: Given the fast-paced changes in the communications landscape, how does Sparkling PR adapt to meet the evolving needs of luxury brands? 

MC: The world of luxury PR is constantly evolving, with digital platforms reshaping how stories are told and shared. At Sparkling PR, we embrace these changes by staying ahead of trends and leveraging new technologies without losing sight of what makes luxury unique: the personal touch. Our approach is both innovative and timeless. We use data-driven insights to understand market shifts and consumer behavior, allowing us to adjust strategies quickly. At the same time, we remain committed to building long-lasting relationships with key media, influencers, and brand advocates. By balancing digital innovation with the classic principles of high-touch communication, we ensure that our clients’ brands remain relevant and impactful. 

LLA: What are some of the key challenges you see independent luxury brands facing today, and how does Sparkling PR help them navigate these challenges? 

MC: One of the biggest challenges for independent luxury brands is standing out in an increasingly crowded market while maintaining their unique identity. Many of these brands don’t have the same marketing budgets as the larger conglomerates, so their storytelling needs to be even more compelling. Another challenge is navigating the delicate balance between exclusivity and accessibility in the digital age. At Sparkling PR, we address these challenges by focusing on authenticity and creating tailored strategies that align with each brand’s core values. We help brands articulate their story in a way that resonates deeply with their audience, using a mix of traditional media, influencer partnerships and curated digital campaigns to maximize their reach without compromising their essence. 

LLA: Can you discuss some successful strategies that Sparkling PR has implemented for its clients? 

MC: Certainly. One of our most successful strategies has been crafting bespoke editorial partnerships with luxury publications, which allows our clients to gain meaningful visibility in top-tier media while maintaining full control over their narrative. For one independent watchmaker, we created a campaign that paired storytelling with experiential marketing, hosting intimate events where collectors could meet the artisans behind each piece. The personal connection fostered at these events not only generated significant media coverage but also created loyal brand ambassadors. These types of initiatives have helped our clients build credibility and deepen their connection with their audience. 

LLA: As the founder of a distinguished agency ranked among TOP 100 Public Relations Agencies in the World, what advice would you give to emerging PR professionals looking to make their mark in the luxury sector? 

MC: My advice would be to stay curious and never stop learning. The luxury industry is about constant evolution, and staying informed about trends, technologies, and cultural shifts is crucial. At the same time, don’t underestimate the value of building relationships—luxury PR is a people-driven business, and trust is everything. Take the time to understand the heritage of the brands you represent, as well as the needs and desires of their audience. This depth of understanding will enable you to craft more authentic and resonant stories. And lastly, be patient. Building a reputation in the luxury sector takes time, but if you’re consistently dedicated to excellence, the results will follow. 

LLA: Thank you for sharing your insights, Marina. Lastly, what are your aspirations for Sparkling PR in the coming years? 

MC: Looking ahead, I see Sparkling PR expanding its presence in key luxury markets while remaining deeply committed to our boutique approach. We want to continue elevating the stories of independent brands that deserve to be heard, both in established luxury capitals and emerging markets where there’s a growing appreciation for craftsmanship. I also envision further integrating sustainability into our PR strategies, as it’s becoming an increasingly vital part of the luxury narrative. Ultimately, my goal is to ensure that Sparkling PR continues to be a trusted partner for brands that seek to preserve their heritage while embracing the future. We’re excited to see where this journey takes us, and we’re committed to making every step as sparkling as the brands we represent. 

LLA: It sounds like an exciting journey ahead! Thank you for your time, Marina.