Home Appointments & Contracts US-based retailer appoints Wild PR to support expansion into the UK

US-based retailer appoints Wild PR to support expansion into the UK

Wheel of Fate Edinburgh store

Folk arts and witch craft brand, The Witchery, based in Salem, Massachusetts, US, has appointed Yorkshire PR agency Wild PR to support its growth as it expands into the UK.

Following exceptional growth in the USA, Wild PR has been appointed to help increase awareness and visibility of The Witchery’s latest venture, Wheel of Fate, an Edinburgh-based store and e-commerce retailer.

After securing a two-year lease, Wheel of Fate will be adopting a similar business model to the USA store, offering authentic and memorable crafting workshops such as broom making, bookbinding, and fibre arts, as well as selling art from local artists and workshop kits to make at home.

To support footfall, brand awareness and visibility of the new store, Wild PR will help elevate the brand’s presence both locally and online, with an aim to drive workshop bookings through a tailored SEO-focused digital PR strategy.


Wild PR specialises in creating stand-out PR campaigns and identifying tactics needed to achieve the best possible results through a mix of traditional and digital PR, SEO-focused content creation and social media.

The SEO-driven PR agency works with clients in the e-commerce, travel, health, manufacturing and professional services sectors, including BPI Auctions, Specialist Glass Products, The Kid Collective, Fertility Matters at Work and Heald, among others.

Co-Founder of Wheel of Fate, Tara McGilvray-Guard, commented on the appointment: “We’re more than grateful to have found Wild PR. As a small business with a unique customer base, it was important to us that we reach the right people with an aligned vision. The team at Wild took the time to get to know us and find out what set our brand apart, which set us up for growth in the areas we needed most!”

Katrina Cliffe, managing director of Wild PR, adds: “We’re delighted to have been chosen to work alongside Wheel of Fate to support its new store opening. Working with brands like this is always exciting as their offerings are unique, allowing us to be a little more creative with our campaign work and explore new topics. We look forward to helping the new sister store increase visibility online and in-store.”