Loud, pointy, look-at-me heels are a wardrobe must-have for any self-respecting publicist.

Firstly they are a fantastic way to make a grand entrance at a launch party, for who can ignore the staccato click, click, click of a great pair of heels sashaying their way to the book stand / author / free bar? Secondly, they also double as a great way to bat off those embarrassing questions from gossip-hungry diarists. Nothing quite says “no comment” than a swift jab to the toe.

My publicity heels were a mere snip at £50 from at a rather exclusive designer boutique, one which I could not possibly divulge the name of. They are off white, patent leather court shoes which I believe add a certain gravitas to my persona. So much so that one member of the company ‘affectionately’ remarked that I “looked like someone off Cabaret” before doing jazz hands at me. A compliment I am sure.

How An Eagle-Eyed ‘Dry Cleaner’ Ended Up Collaborating With An Author…

An unlikely collaboration has broken out between a London author and a local Dry Cleaners after the Dry Cleaner firm found the author’s unique business card in the pocket of a suit sent for cleaning. It has ended in a unique type of marketing partnership.

Author Sheridan ‘Shed’ Simove, who lives in South London, launched his own currency some months ago, after wondering if it would be possible. His banknotes, which also double as his business card, are each called an ‘EGO’ and are traded on eBay, fetching upwards of one pound each (an exchange rate higher than the Euro).

An unusual chain of events was set in motion when Simove inadvertently left one of his banknotes in a suit he dropped off to be Dry Cleaned at ‘Quality Cleaners’ near his home. Manager Masood Sherwenai found the note while he was checking it before cleaning.

“At first, I thought the customer had left some money in his pockets…”, says Masood. “It actually happens quite often…and we always keep it for the customer..who is usually surprised and pleased to get it back”.

But the Dry Cleaner quickly realised this note was a different kind of money.

“As I looked closer at the banknote, I could see it wasn’t like anything I’d seen before… so I showed it to my partner Ali… we thought it may be a foreign currency…but then we recognised that the image on the front of the note was a picture of our customer who gave the suit in for cleaning… and we thought this was a great idea!…I’d never heard of anyone with their own money before – other than the Queen…”

The Dry Cleaner then noticed there was contact information embedded in the note and swiftly got in touch with Simove, who was surprised to receive the call.

The two struck up an immediate friendship and after Simove returned to the shop, he mentioned to Masood that after five years of writing, he had just released a book called ‘IDEAS MAN’ and that he was looking for ways to promote it. It was then that a brainwave struck Simove.

“As I chatted with Masood, I kept looking at the plastic Dry Cleaning covers stacked up behind him. I couldn’t help notice that there was a large white space between the name of the Dry Cleaning firm and then wondered if I could advertise my book in that space. So I asked Masood and he said that coincidentally, he was just about to order another batch of them and that he’d see what he could do…”

Simove then hurried back to his flat, designed an advert and after a few months and the solving of some technical difficulties, the finished article has now just appeared.

“I’m not sure if any author has used plastic suit covers as an advertising space in this way before, so maybe it’s pioneering marketing…” says Simove. “Anyone getting their clothes Dry Cleaned will also take an advert of my book into their home – which is pretty cool – hopefully it’ll spur people to finding out more about the book!…”

Quality Dry Cleaners is situated on 559 Garratt Lane, SW18 4SR. Tel 020 894 61891

To find out more about Shed and his ideas, see www.IdeasMan.co.uk 

Does it feel like a lifetime ago that you felt those pangs of jealousy about a young farm boy, Eragon and his relationship with a giant blue dragon? Did you recognise an inner strength in him that would lead him to become the first of a new generation of Dragon Riders? Did you feel his pain as he fell in love with the only person (Elf) he could never have? Did you marvel at his ability to learn and adapt his new skills and wonder what else may be instore for him?

And now, do you feel the anxiety build knowing that it is only a matter of months until you discover the path that his life will take?

Me too!

This following clip is the author, yes, Christopher Paolini himself, talking about the new instalment to Amazon.co.uk.

On top of that little gem, we also have a sneak preview of the new book. What you are about to read is top secret and only for the special few who are as excited as I am.

Inheritance 3: Brisingr Extract

I’m sure that little lot has rejuvenated your Eragon adrenalin and I promise that there will be more to come closer to the time. Just try to keep me quiet about it!