The LNK: Media Relations

THE LNK is the first global affordable luxury e-commerce marketplace dedicated to exclusively representing ethnically diverse indie brands. Launched by Canadian entrepreneur Sonya Gill, NKPR works closely with THE LNK on all launch elements.


Drive awareness and sales THE LNK upon initial launch and build interest from potential investors.

What We Did

  • Created detailed key messages for THE LNK to ensure consistent brand storytelling 
  • Developed a press release from the key messages announcing the launch  
  • Provided strategic counsel on the media relations strategy, carefully considering the timing for announcing each of the company’s milestones: the initial launch and completion of seed funding
  • Pitched select top-tier U.S. fashion/retail media under embargo and negotiated exclusive feature coverage with a top outlet
  • Expanded media relations across all fashion/retail media after the initial coverage to generate as much positive press coverage as possible.


  • Secured a first exclusively with WWD, resulting in a detailed long-form feature explaining Sonya’s story and highlighting all of THE LNK’s key points of difference
  • Secondary coverage with retail trade outlet Sourcing Journal and additional interviews with FORBES, GLOSSY, The Logic, Vancouver Sun/National Post, and more with coverage pending.