Meet the PR Pro Behind Some of Luxury’s Biggest Brands

As a young journalist, Mountain Brook native Alison Lewis dreamed of working for Southern Living. Years later, that dream became a reality when she joined the publication as an editor. Since then, she has founded her own magazine, authored cookbooks, and launched her firm, Alison Leigh Lewis Public Relations. Along the way, she discovered a talent for helping luxury brands tell their stories. What began as an eye for beautiful design evolved into a career securing national and regional media coverage for high-end interior designers. Today, Alison shares more about her journey with us.

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You have an impressive editorial résumé. What made you decide to go into business for yourself?

Going into business for myself initially came from a desire to create more flexibility for my family, but it ultimately opened the door to a career path I never anticipated. PR was never actually part of the plan. My background has always been rooted in editorial storytelling, publishing, and understanding what makes a story resonate with readers and editors.

One of my earliest outside clients was Stone Hollow Farmstead, whose products were featured on Oprah’s “Favorite Things” list for three consecutive years. Experiences like that helped me realize how much I enjoyed helping brands and creative businesses gain meaningful visibility.

The real turning point, though, came when the owners of Paws Up Montana unexpectedly asked if I would consider taking over the resort’s PR. It was one of those moments that quietly changes the direction of your career. I’ll never forget the owner telling me they wanted a seasoned journalist and editor to lead PR, because that person would inherently understand how the media works, what editors are looking for, and how to craft stories in a meaningful way. That perspective really resonated with me and ultimately shaped the way I approach PR today.

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Can you tell us more about Paws Up Montana? What makes the resort so special?

Paws Up offers this incredibly rare balance of luxury, adventure, and authenticity. It’s set on 37,000 acres in Montana, but beyond the scale and beauty, there’s a real emotional connection people feel when they’re there — whether it’s fly-fishing on the Blackfoot River, horseback riding through the property, or simply sitting under the stars. It feels both elevated and deeply grounded at the same time. It’s hard to describe until you experience it yourself.

What’s one thing you wish local interior designers knew about the importance of national press coverage for their businesses?

I wish more interior designers understood that national press coverage today is about far more than visibility or prestige. It has become an essential part of how a business is discovered, perceived, and remembered.

The design industry is incredibly crowded with talented firms, so it’s difficult not only to get noticed but to stay noticed consistently over time. A well-placed digital feature doesn’t just reach readers in the moment — it continues working for a designer long afterward through Google searches, social sharing, brand credibility, and increasingly, the way AI platforms surface and describe expertise. National editorial coverage helps establish authority and creates a level of trust that advertising alone simply cannot replicate.

What do you like to do when you’re not working?

Outside of work, fitness has always been a big part of my life. I’ve been a runner since I was 16, and it’s still one of my favorite ways to clear my mind and recharge. I also love hot yoga, weightlifting, and pickleball — anything active that keeps me moving.

Cooking is another creative outlet I’ve always loved, especially after years spent working in publishing and writing cookbooks. Photography has also remained a longtime passion of mine, particularly through my years in publishing and travel. And lately, I’m finally learning to play Mahjong, which has been both humbling and a lot of fun.

Can you describe your perfect day in Birmingham?

I’d start with a hot yoga class at Rise & Refine Yoga, followed by an extra-hot cappuccino from Alabama Biscuit or Cala Coffee.

From there, I’d spend time walking through Pepper Place — browsing the shops, seeing what’s new, and enjoying the energy of that area. I’d stop for lunch at Mustard Club. Later in the day, I’d head to Jemison Trail for a walk or run. For dinner, it would be either cooking fresh seafood from Sexton’s Seafood at home or having dinner at Bottega Café or the wine bar at Gianmarco. Followed, of course, by a Cookie Fix cookie for dessert.

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What’s your current interior design trend obsession?

I’m loving the move toward interiors that feel more layered, personal, and collected rather than overly trend-driven. Spaces with warmth, texture, antiques, and a real sense of individuality feel especially timeless right now. I also think people are craving homes that feel calmer and more livable — beautiful spaces that still feel deeply personal and reflective of the people who live in them.

Who or what is inspiring you right now?

Without question, my three children are what inspire me most right now. My oldest son, Alec Lewis, is an NFL writer for The New York Times and hosts his podcast, “The Alec Lewis Show.” My daughter, Leigh Jacobs Walker, is a Senior Data Scientist for Walt Disney World, and my youngest son, Zachary Lewis, works in air service development for the San Diego County Regional Airport Authority while somehow also being an extraordinarily fast marathon runner.

I’m inspired not just by what they’ve accomplished professionally, but by how independently and passionately they’ve created lives completely their own. As a parent, there’s nothing more fulfilling than watching that happen.

What is your best piece of advice?

First, “Relationships are everything — in work and in life.” Nearly every meaningful opportunity in my career has come through relationships built over time, trust, and genuinely showing up for people.

And second, “Never overpromise and underdeliver.” I’ve always believed it’s far better to quietly exceed expectations than to create expectations you can’t sustain. Consistency, reliability, and follow-through matter enormously, especially in this industry.

LIGHTNING ROUND!

Last delicious local meal? The famous Tomato Salad at Hot and Hot Fish Club
Favorite place to vacation? 30A
Your go-to gift to give? I love giving thoughtful gifts that feel personal — beautiful coffee table books, flowers, or something tied to travel and design. I also still believe a handwritten note makes any gift more meaningful.
Favorite recent TV show binge? The Madison and Running Point
Book(s) on your bedside table? Defining Elegance by Marshall Watson and Flowering Outdoors by Margot Shaw
Three things you can’t live without? An extra-hot cappuccino with cinnamon, exercise of some kind every day, and family vacations with my husband and children.

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