BowerBird Review: What Interior Designers Need to Know About PR Tools

When I talk to interior designers about PR, the same doubts always come up: Do I really need it? Isn’t it too expensive?

One way to explore PR without a big upfront investment is through tools like Bowerbird.io. I’ve tested the platform for two years — and in this post, I’m sharing what I learned.

What is BowerBird.io

In short, Bowerbird is a PR platform for architects and interior designers to connect with journalist. For around £2,999 per year (business plan), design professionals can:

• Upload and share professional press kits (images and text).

• Submit them directly to journalists (on the platform).

• Or leave them published for journalist to discover and download.

How It Differs From others PR tools

Unlike traditional PR platforms like Prowly (which give you an access to journalist database), Bowerbird doesn’t share direct email addresses. Instead:

• Journalists can download the press kit.

• Designers can send projects with a short note via the platform.

• The platform shares media requests from journalists on a regular basis (about twice a week).

How I Use BowerBird

After testing Bowerbird for two years, I’ve seen what it can (and can’t) do. Here’s the workflow that actually works:

1. Don’t use it for first-wave pitching.

If a studio wants to publish a project exclusively for the first time, dreaming of titles like AD, Elle Decoration, or The World of Interiors, BowerBird isn’t the right tool. To pitch these editors, you’ll need to reach out directly via email — their contacts can usually be found on the magazines’ official websites.

2. Use it for a project’s “second life.”

Once a project is released on an exclusive basis in a major title, that’s the moment to upload the press kit and start pitching it to other outlets. In my experience, this is where Bowerbird really shines. Digital titles are particularly active on the platform and always hungry for fresh design stories.

3. Respond to editorial requests.

The platform also shares regular media callouts from journalists (typically twice a week). These are short briefs requesting expert insights on topics such as “yellow bathrooms,” “storage ideas,” or “trend predictions.” Livingetc’s editorial team, in particular, is especially active with these requests.

Is It Worth It?

Using Bowerbird, I helped one design studio secure 50 publications in a single year. Is that a lot? Let’s compare: their previous PR agency, specialized in interior design, had delivered 35 publications in a year. The typical fee for a PR agency in the UK is around £3,000 per month, whereas a Bowerbird subscription costs £3,000 per year.

No tool or agency can ever guarantee coverage, but here’s the key: with Bowerbird, studios can test their own PR muscle before committing to a large agency. It’s not just about the results — it’s about understanding the process, learning what journalists respond to, and discovering which stories actually get published.

Final Thoughts

PR can feel expensive and opaque, especially if you’ve had disappointing experiences with agencies or internal marketing managers. Often, it’s not that they’re bad at their job — it’s that you expect results they simply cannot deliver without the right tools and a clear goal.

I firmly believe that even if a studio hires an exceptional PR agency, you shouldn’t expect brilliant results without a strong internal PR or marketing specialist to oversee and guide the agency.

If a studio can’t hire a professional in-house, the owner should first learn the process themselves — understand how PR works, what journalists respond to, and how stories land — before investing heavily in external support.

That’s why clarity is everything. Ask yourself:

• Do I want to build my profile in leading titles like AD or Elle Decoration because I’m new and need recognition in the industry?

• Do I want visibility across digital platforms to boost SEO and attract clients?

• Or do I want to find clients and be featured in local or niche magazines?

  
  

Once you know your goal, you’ll understand whether to invest in PR tools, an agency, or a hybrid approach.

If you’d like support positioning your studio or project for the press, feel free to reach out: alla@allayaskovets.com