Normal Gets You Nowhere is the title of Kelly Cutrone’s new book, but perhaps the mantra extends even further–like into her method for organizing press events.

Marshaling a dozen editors and bloggers eighty miles away from their offices in the middle of a work day is no small challenge. But leave it to Kelly and her People’s Revolution team to find a solution that was definitely not normal, in the best way possible.

For yesterday’s reopening of the Ultra Diamonds store in Woodbury Commons (a pretty amazing outlet mall about a 90 minute drive from Manhattan), Kelly ordered helicopters to whisk her guests straight from 34th street to suburbia in twenty short minutes.

Those minutes went by even faster with the aid of Kelly’s in-flight commentary: I’ve never heard anyone praise cloudy weather for being “goth” before, but hey, it kind of was. And in a testament to the ironclad memory that surely contributes to her PR success, Kelly remembered our helicopter pilot from his flying her once before– over a year ago– and asked about his daughter.

Once at Woodbury Commons, it was time to play with jewelry and sip champagne in the new Ultra Diamonds store, while CEO Daniel Marks explained how they keep the quality of the jewelry high but the prices low. (Not spending millions on black and white billboards of Kate Moss is one way, Kelly noted.)

In the field trip fashion of the day, we shopped for jewelry–many for Mother’s Day gifts–and then had “free time” to browse the mall, which did some discount damage to quite a few editors. Paper’s Mr. Mickey scooped up a Bottega Veneta sweater and a Fendi bag (but resisted the pull of a Michael Kors shirt) before we once again choppered it back to the city.

All in a day’s work, right? We were reeling from the journey, but we can’t imagine what Kelly’s new assistant (only on his second day!) was thinking of his new gig.