I'm a freelance senior copywriter in London writing considered, narrative-led copy. My specialist areas are luxury fashion, beauty and interiors. I have over 10 years of experience writing brand and marketing copy for globally renowned brands and creative agencies including: Hermès, NET-A-PORTER, MATCHES, Belmond (LVMH), La Prairie, BIRKENSTOCK 1774, One&Only Resorts, Cult LDN + NYC, and Asprey London.
• Cross-channel brand and marketing copy for high-end skincare label, La Prairie • Website content, product descriptions, social media captions, emails, brochures, press releases, and more • Turned complex science into digestible language, spotlighting product benefits, sensorial formulas and rare ingredients
• Creative, interiors-focused press releases for Hermès's store openings and refurbishments • Bringing singular design narratives to life through storytelling, inspiration and craftsmanship • Choosing a selection of the store’s curated artwork to reference, including artist collaborations and creative window displays
• Product and email copywriter for a luxury British heritage brand specialising in homeware, fine jewellery and leather goods • Spotlighted artisanal craftsmanship methods and various materials used • Developed lifestyle-focused narratives that aligned with Asprey’s aspirational yet witty tone
• Editorial product descriptions for luxury fashion, fine jewellery, sportswear, and homeware brands • Referenced lifestyle, trends and runway shows, used storytelling, identified unique selling points • Demonstrated fabric, craftsmanship and technical fashion knowledge
• Freelance product copywriter for a luxury homeware brand that crafts artistic rugs • Product descriptions in Atelier Février’s refined, minimalist tone that spark inspiration
• Freelance brand copywriter for BIRKENSTOCK's luxury line, 1774 • Wrote ‘about’ text with an authentic storytelling narrative • Website content and marketing emails for sell-out drops, including the Fear of God collaboration • Case study copy to support the ‘Ugly for a Reason’ campaign as seen in The New York Times • Storied display captions for BIRKENSTOCK's exhibition in New York, featuring collaborations with Dior, Jil Sander, Rick Owens and more • Seasonal press releases
I'm a freelance beauty copywriter for Boots' 17 cosmetics line. I've played a key role in shaping the brand's content since the early stages of the relaunch. • Ensuring the copy's tone of voice is playful, inclusive, and targets a Gen Z audience • Writing SEO-friendly website content • Creative copy for all touchpoints, including retail display stands across nationwide Boots stores • Writing social media captions and seasonal campaign and marketing taglines
• Product descriptions, designer bios and store copy for womenswear, menswear, sportswear, homeware, and fine jewellery brands • Print copy for the Mayfair flagship store and Frieze Art Fair pop-up in LA • Used inclusive, culturally sensitive language tailored to an international audience • Implemented product copy styling tips • Shared knowledge through emails and presentations. Produced a monthly fashion newsletter • Made visual mood boards, demonstrating creative eye and flair for layout and image selection
• Promoted from Digital Marketing & Ecommerce Executive to Content Executive after over one year • Created brand copy across website, store, blog, press, social media, and email • Pitched campaign story ideas and created a monthly visual Instagram plan on InDesign with curated imagery • Managed social media accounts across all platforms including Instagram (28k followers), Facebook (8k+ likes), Twitter, YouTube, and Pinterest • Planned social media posts according to events, promotions, seasons and trends, engaging with followers, and resharing influencer and tagged content • Planned and organised creative still life photoshoots for key season products
• Wrote editor's notes, brand landing pages and product copy for Old Céline, Balenciaga, Saint Laurent and more • Created short, snappy and informative product descriptions • Ensured the brand identity remained consistent throughout the site and across social media • Uploaded new web products and images via Excel CSV files, liaising with the studio team
• Freelance editorial writer for a digital fashion media agency during Paris and Milan Fashion Week 2013 • English and French text to accompany online runway videos for fashion houses including Dior Homme, Versace and Lanvin • Translated and transcribed interviews, provided voice-overs for Karl Lagerfeld and Kris Van Assche