sparkling gems

No jewelry this time. Just sharing some recent work… Click the pictures for a closer read of my scintillating copy.

A watch

Above, copy I wrote for a watch designer in Europe. Below, a pair of cushy category descriptions for an Australian retailer of fine linens and other at-home necessities.

cushions
Australian linens copy

I also collaborated with the entrepreneur of an all-organic skin care label. I re-booted existing product copy, writing new sections to emphasize the “bling” while at the same time underscoring the products’ benefits for the consumer, for the co-ops who harvest the all-natural ingredients, and for our planet, too. Several of these new descriptions are making the rounds via social media…

On Facebook

honeysuckle FB

At Tumblr

ginger cinnamon lip balm mini

Getting the signage treatment!

lip balm copy

And on the main retail site.

Nectarine

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“this…timeless watch”

Sea HunterThere’s something hypnotic about reading watch descriptions. Or, at the very least, there’s something hypnotic about reading my watch descriptions. A new client hired me to describe one of his designs, and so back I went… through the treasure trove of copy I wrote for that certain major online retailer, not so many years ago.

Best advice I was given back in the day? Never, ever, describe a watch as being “timeless.” (Although that doesn’t appear to have stopped Gucci!)

Reacquainting myself with the rigors inherent to writing about watches — the blending of pinpoint accuracy & dreamy sales narrative — I rediscovered any number of well-spun phrases I loved: dazzles the eye with rainbow hues of blue and rose; pineapple-textured 18k gold; display window bubbles up at the three o’clock; and uninterrupted gold flows into…a textured center that mimics the rays of the sun.

Yes, indeed, it can be poetry.

And so I’ve gathered a few samples here for our collective pleasure. Click the screenshots for a closer read. (Magnifying glass optional.)

Seiko Women's Camel Leather Watch screenshot

smartly pairs gray monochromes with luminous yellow accents Invicta Leviathan screenshot

pair with winter whites or vibrant summer colors…a ladylike quarter-moon…covering nearly a fortnightSeiko Women's Mother of Pearl screenshot

Cool shades of blue add an irresistible elan…   Continue reading