Project Overview
Parima Ijaz has grown up around the textile industry thanks to her father, Saf Ijaz, who worked as a bedding developer. As such, it was a natural progression for her to enter the same industry. However, she wanted to create her own path, which eventually led her to create Pure Parima, a company that produces luxurious bedding products using the highest-quality materials available.
Pure Parima wanted to start working on their brand awareness with Otter PR, and since then, the partnership has flourished. One of Parima’s main goals was to highlight dishonest companies that were claiming to use 100% Egyptian cotton in their products when they were not.
Parima strives to be better and set higher standards within the textile industry. By only purchasing Egyptian cotton from certified growers, she ensures that her company’s products are the best option on the market. Pure Parima is also CEA-certified, meaning their cotton is DNA-tested to ensure authenticity. Consumers don’t have to read the fine print with Pure Parima — transparency and truth are foundational to their mission.
The Problem
While Parima Ijaz already had a history operating businesses within the textile industry, she wanted to make her own mark when starting Pure Parima by using the best quality fabrics. After researching how to achieve this, although, she discovered a broad gap in the industry: many companies were being dishonest about their products and manufacturing processes. This included the use of fibers and other materials that are harmful to the planet and human health.
Upon reaching this realization, Parima wanted to boost her brand’s awareness to help expose the issue. In addition, she expressed a strong desire to let customers know about the better product options available to them, and that getting a good night’s sleep is something we all deserve.
The Strategy
After speaking with Parima to learn more about her company and media goals, Otter PR subsequently created and implemented two separate strategies for Pure Parima. First, our team helped the company build its brand awareness by getting Pure Parima into industry-specific listicles and top-tier gift guides.
The second strategy involved exposing Parima herself to the media as an industry expert. This allowed us to generate the platform necessary for her to talk about the Egyptian Cotton scandal and other hard-hitting topics in the textile industry.
Business Impact (results)
Our PR strategy — combined with the social media efforts of Parima’s team — has helped drive new traffic to Pure Parima’s website and social platforms. As a result of these efforts, Pure Parima has successfully been able to boost consumer awareness of their brand. Since partnering with Otter PR, Pure Parima has been featured in CNN Underscored, Cosmopolitan, Martha Stewart, Apartment Therapy, Better Homes and Gardens, and other top-tier media outlets.
