Website Copy for Jewelry by Cari
CLIENT:
Jewelry by Cari, a luxury jeweler wholesaler and e-commerce retailer for collections sold nationally.
CHALLENGE:
To define the brand identity and elevate the presentation of the brand on its website. To cultivate a consistent and distinct personality to attain and maintain loyal customers through updated copy. Develop copy that would shape a personality to stand out from other similar high-end jewelry brands.
SOLUTIONS:
I created a brand and copy guidelines document that detailed the brand’s goals, values and user persona. After a project kick-off call, I combined the brand’s goals, current website page and researched competitors to define the brand’s mission, vision, unique selling position, and key messaging.
From the branding, I recommended and then established the brand voice to be authentic, friendly, whimsical and admiring, encouraging self-expression, while being chic and stylish.
I worked to deter the heavily sales-driven voice that the brand preferred to lean more on the customer’s benefits to help drive the desired sales results.
The key ingredient to the website is that it’s about telling a story to targeted customers that appeals to their interest in jewelry and builds a connection.
I kept the brand guidelines in mind as I wrote the copy for the homepage and many product description pages, followed by the About page (to be featured here shortly.)
Homepage
For the hero message of the website, I crafted a USP that reflected what the brand aimed to encapsulate in its output to be featured in the first block. Immediately, the visitor knows what to expect as they continue their journey: uniquely created luxury beauty that reflects individual style.
I followed this with an overall brand descriptor that emphasized the qualities the pieces embody in its wearer.
I also suggested adding a banner tile to call out the shipping advantages.
For product pages, I added touches of fun and whimsy as to make the jewelry stand out. I used luxury copywriting techniques that evoke an emotion with words like “self-discovery” and “cherished”; heritage with words like “memories” and “timeless,” and specialness with terms as “meaningful” and “unique.” The descriptives bring the products to life so visitors can envision the pieces on themselves.
Then I suggested creating easy-to-read and stand-out blocks of copy with photos to scroll through, starting with the collections that exuded the brand’s main feature of customization, notably Charms, then a couple of new or standout collections, followed by blocks highlighting key product categories.
THE ENSOLEIL COLLECTION SHINES BRIGHLTY ON HERITAGE
In celebration of our 20th anniversary, this new collection highlights the high-end and unique artistry that encapsulates what our jewelry is about. En Soleil honors the the signature disc-shaped pendants that launched this journey, catapulting the collection onto fashion runways and films.
Adorned with sparkling gemstones, hand-painted glass enamel and sculpted precious metals, our new Gem Disc pendants are a modern revival of our first designs embracing circles and gems.
In this ever-evolving world of fine jewelry, this collection is designed to evoke timeless beauty as cherished heirlooms for generations to come.
Finally, I wrote text to introduce a stronger call-to-action that was based on engagement, instead of just the passive “follow us on instagram.”
