Charmed, I'm Sure

At charming charlie, a fast-fashion jewelry retailer with nearly 300 stores nationwide, I managed a team of 3 writers and wrote marketing copy for all new collections, including the company's first-ever bridal collection. I also got to work on video scripts for online fashion tutorials hosted by the Editors of Lucky magazine as well as copy for our Moms' Night Out movie sweepstakes.

charming charlie Bridal Collection Banners

I created these product category banners for the launch of charming charlie's debut bridal collection, which was a resounding success and helped our team well exceed plan for the quarter. The line included traditional pieces in rhinestone, faux crystal and pearl as well as faux opal and a Something Blue collection.

TOMS Shoes ... Sunglasses, Apparel and More

Whilst working at TOMS Shoes, I wrote home page copy, the fall look book, newsletters about the company's giving efforts, store outreach materials and product descriptions for Marketplace, their new-at-the-time partnership with like-minded companies who donate proceeds of their sales to philanthropic causes around the globe. I also wrote translatable/idiomatic copy for international sites, as TOMS sells its products in the United Kingdom, Canada, Germany, France and the Netherlands. (Click images to enlarge)

TOMS Shoes Emails and Subject Lines

Getting customers to open emails is half the battle! With that in mind, the team at TOMS Shoes put a premium on subject lines. Not only did they need to be as compelling and brief as possible, but subject line variations in some cases needed to address different markets (overseas), different offers and available styles.

Fabletics Email Campaign

During my brief stint at Fabletics, I wrote a series of CRM emails designed to familiarize customers with the brand and induce them to make their first purchase at 20% off. Here are a few of those, featuring Kate Hudson's personal picks, our debut collection Color Happy, the refer-a-friend program and community section.

Fitness, Fashion and a Famous Face

On September 3, the day after Labor Day, JustFab launched Fabletics, its new activewear line whose spokesperson is Kate Hudson, the picture of the modern-day superwoman. Fabletics follows JustFab's monthly subscription model, offering fitness buffs high-performance apparel on par with brands like Lululemon Athletica and Lucy. For five weeks, I worked on writing all copy that appears on the site, some that doesn't yet, and customer-facing emails and other communications, including the "How It Works" video script. (Click images to enlarge)

 

Dream Weddings, Disney-Style

As my swan song at Walt Disney Parks and Resorts Online, I wrote all copy for the newly launched and totally redesigned Disney's Fairy Tale Weddings & Honeymoons site. With an elegant new look and all-new interactive content allowing brides to design their dream wedding, the site aims to help make wedding planning easier than ever before, whatever the bride's taste or budget.

Many people are unaware that a Disney wedding need not be overtly Disney, nor does it have to be for a young bride, as Disney hosts many vow renewals and smaller ceremonies as well. The goal was to attract couples who might not ordinarily consider Disney venues for their big day and show them the range of possibilities, of which there are many, with 38 venues at Walt Disney World Resort alone, all of which needed detail pages. Unfortunately, much of my nifty rollover text was not captured in these screen shots, but you can see the site in all its glory here. (Click images to enlarge)