360 Brand Development and tone of voice

A woman with dark, short hair, wearing a light-colored hoodie, is leaning on a wooden table. She has a ring and a tattooed finger, and is resting her hand on the table, with her fingers slightly spread. The scene is dimly lit with a dark background.

I worked with jewellery designer and creative director, Maya Selway, to evolve her brand’s voice and presence across digital channels – website, email marketing and social media.

Maya had a clear understanding of the meaning behind her work so my task was to turn her creative vision into a consistent 360 marketing strategy that could be felt at every touchpoint – an important strategy in the luxury market.

As a result, consistent storytelling shaped her vision into a full brand world and built meaningful connections with her audience and existing clients.

Client
Maya Selway Fine Jewellery

Collaboration
Creative Director & Copywriter/Creative Consultant

website and brand copy

Text about Maya Selway's jewelry design philosophy, artistic influences, and collection details.

I started with Maya’s ‘About’ page, which, similar to an artist’s statement, is crucial to capturing a prospective audience in the luxury space. Then I devised a series of email campaigns and aligned it to the social media strategy, targeting her audience across multiple platforms and underpinning every message with her signature line, ‘Stories of excellent women, told through beautiful jewels.’

A cozy room with a wooden vanity table decorated with a vase of flowers and soft stools, a large mirror, and display cases with jewelry, illuminated by a ceiling light and wall lamps, with sheer curtains on the window.

brand-led email campaigns

Close-up of a woman's face with a nose piercing and staircase-shaped text on her face, with a ring on her lip.
A gold necklace with a round, intricate, gem-encrusted pendant on a white background.
A collage of black and white and color photographs of women, arranged on a wall and some placed on a surface, with a quote about spending time with loved ones. Three pieces of jewelry—rings and a brooch—are displayed at the bottom of the image.

I defined the editorial direction for the brand’s email marketing, using poignant words and beautiful imagery to showcase the core collections in greater depth, revealing the stories behind each design.

I moved away from conventional sales messaging, instead focusing on the artistic values of each collection to bring together design, craftsmanship and emotive storytelling.

By taking this approach, I balanced long-term brand building with commercial intent, ensuring each email functioned not only as a sales touchpoint, but as an extension of the wider brand world, which subsequently led to an increase in high-quality leads and conversions.

A woman with dark hair, wearing a cream-colored shirt, rests her arms on a wooden surface, looking at the camera with a serious expression. The image has a focus on her hand with rings and visible tattoos. The top of the image features the logo 'MAYA' and the text 'Fine Jewellery, London, Est. 2004'.
Text about the community collection of jewelry, with a background image of sunlight filtering through green leaves.
Jewelry collection featuring a gold ring with a central diamond surrounded by smaller diamonds, a gold necklace with a small diamond pendant, a multicolored gemstone ring, and a gold necklace with a large light green gemstone pendant. Text overlay: Shop Dreamer Collection.

social media copy & content strategy

I led the social media content strategy, creating aspirational messages that engaged her loyal audience whilst opening up an exploratory creative space by using the platform to not only promote her products but also to express her inspiration and craftsmanship. I supported steady organic growth over time, helping to build the brand’s authority, visibility and presence within the contemporary fine jewellery market.

I also created some of the visual content and video. The emphasis was centred on showcasing ‘real-feel’ storytelling over ultra polished imagery, offering a softer human touch.

Close-up of three gold rings with textured and smooth surfaces, one with a diamond solitaire, displayed against a neutral background.

Close-up of three gold rings with textured and smooth surfaces, one with a diamond solitaire, displayed against a neutral background.

Close-up of a hand wearing a grey moonstone ring with a halo of sparkling diamonds, a gold bracelet, and a tattoo on the wrist, resting on a white surface.

Close-up of a hand wearing a grey moonstone ring with a halo of sparkling diamonds, a gold bracelet, and a tattoo on the wrist, resting on a white surface.

Close-up of a person's hand holding a small, round, pinkish-golden gemstone decorated with tiny clear gemstones, with a blurred background of green foliage.

Close-up of a person's hand holding a small, round, pinkish-golden gemstone decorated with tiny clear gemstones, with a blurred background of green foliage.

Close-up of diamond engagement rings with diamonds and gold settings on a light surface, with some rings slightly out of focus in the background.

Close-up of diamond engagement rings with diamonds and gold settings on a light surface, with some rings slightly out of focus in the background.

Close-up of a person's hand resting on a surface, wearing a large, dark gray ring with a decorative border, a gold bracelet, and a gold ring on the finger. The person's skin tone is medium brown.
Gold ring with a central clear stone, held between fingers with painted nails.
Close-up of a person's hand resting on a rusty metal surface, wearing a gold ring with a textured circular face and small stones around the edge, and a gold band with small stones. The person is wearing red and white patterned clothing.
Gold necklaces with floral pendants decorated with pink, blue, and clear gemstones hanging against a neutral background.
Gold rings with diamonds and gemstones on a beige fabric surface.