NEW YORK — Fabric and craft retailer Joann has moved its PR business to DeVries Global, ending its relationship with fellow IPG agency Golin.

As PR agency of record, DeVries is charged with shaping Joann’s earned media and influencer strategy to drive consumer preference for the retail chain’s inventory, as well as its virtual and in-store classes and events.  

The remit includes spotlighting the retailer’s support of crafters helping communities through efforts such as making and donating face masks. DeVries will also drive awareness of the variety of craft, sewing and other goods available through Joann’s website, app and 865-plus stores.

The agency won the business in a competitive pitch.

“For more than 75 years, Joann’s mission has been to help people make things with their hands, hearts and minds,” said Amanda Hayes, the company’s director of corporate communications, diversity and inclusion.

“We share a belief with our customers that what we make is an extension of who we are, and we aim to inspire every day. We look forward to partnering with DeVries Global to share the stories of our amazing customers, many of whom we call our ‘Handmade Heroes’ as they create to give for charitable causes in their communities," she said.

DeVries is assuming the business just shy of a year after the chain was criticized for remaining open during the early Covid shutdown by deeming itself an essential business.

The company defended the action, saying that it sells the materials necessary to make face masks and other protective gear, and implemented safeguards. The chain also aided the effort to get healthcare workers and law enforcement the gear they needed by giving away free mask making kits and tutorials. The effort has led to 400 million donated masks to date.