brand voice, customer experience, commercial storytelling, organic growth, sales/business development
I worked with jewellery designer and creative director, Maya Selway, to evolve her brand’s voice and presence across digital channels, including her 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 refine this and distill the right tone of voice and messaging into a consistent marketing strategy. Offering producing a consistent brand voice across multiple touch points, so that her brand ethos was felt at every interaction
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.’
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
Ruth Tomlinson Atelier
website and brand copy
The Atlas Project
I rewrote her ‘About’ page to reflect
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
Alongside the website and social media overhaul, 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 feeling and artistic values of each collection in order 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. This approach resulted in more high-quality leads and commissions.
