360 Brand Development and tone of voice
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 her creative vision and the meaning behind her work so my task was to turn the messaging into a consistent marketing strategy so that her brand ethos was felt at every touchpoint – an important strategy in the luxury market.
The result was a cohesive, on-brand voice designed to communicate the brand ethos through consistent storytelling at every touch point, elevating the brand identity and building meaningful connection with her audience and existing clients.
Client
Maya Selway Fine Jewellery
website and brand copy
This included writing and editing website copy, developing an ongoing email strategy that drove both enquiries and sales, and producing creative social media content aligned with Maya’s signature line, ‘Stories of excellent women, told through beautiful jewels.’
social media copy & content strategy
I led the social media content strategy, delivering consistent, brand-aligned communications that strengthened the brand identity whilst opening up an exploratory space 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 real-feel storytelling over ultra polished imagery, offering a softer human touch.
brand-led email marketing
I defined the editorial direction for the brand’s email marketing, developing a brand-led narrative style that showcased the core collections in greater depth.
I moved away from conventional sales messaging, instead focusing on the artistic values of each collection to bring together design, craftsmanship and emotive storytelling.
This approach 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. An approach increased high-quality leads and commissions.
