Modern Goods and
Luxury Accessories
Client: K Avery Stallion, St Leonards | 2020 - present
K and I have worked together since February 2020. We'd known each other for a while as I was a customer of hers. I was just dipping my toes into the whole freelancing business and had attended a Christmas card making workshop at her bricks and mortar shop in St Leonards on Sea. Apparently I wowed her with my top notch Christmas-themed puns.
Her shop sold luxury leather goods (designed and made by K herself), along with fashion and lifestyle pieces for all genders.
We used a weekly newsletter to communicate with her audience, creating a steady flow of online orders and maintaining brand awareness and advocacy. This was especially paramount given we moved swiftly into lockdown shortly into our working relationship.
Over 3 years later, the St Leonards brand has shifted into a new form: an online-only luxury leather goods brand, with a sister brand, 'Modern Goods' which sells wholesale greetings cards and a capsule collection of small leather goods such as key fobs and folios.
We've continued to work together, evolving our communications to maintain clarity on the brand and drive sales, without the draw of a physical store.
But don't take my word for it. Here's what K has to say...
"I knew that my business was converting more sales as a result of higher frequency newsletters, but it got to the stage where I was writing a newsletter every fortnight and it was taking me a week to think of new content for those newsletters.
I realised that although the newsletters meant more business and sales, I just didn't have the headspace, time, or imagination to keep creating that content in a meaningful way.
I contacted Emily to see what she could do. What was amazing about Emily right away was that she understood the importance of getting the tone right so that there wasn't a sudden shock between the way I had been writing and speaking with my customers, (who I knew really well), and how she took over.
We had a couple of meetings to talk about language; things as seemingly simple as whether words would be used in their long or short form, like should not/shouldn't, gonna/going to, whether slangs and local phrases were used, or whether standard English was used.
I really appreciated that she understood the importance of her language style following on from my own, so that there was consistency and continuity. I knew I had picked the right person for the job because the hand over was seamless.
The results show for themselves, we didn't get any unsubscribes, nobody mentioned that things seem different, and we continued to have great opening rates with conversions to sales. In fact, when I told people I know well that it wasn’t me writing the newsletters, they couldn’t believe it!
What I gained from working with Emily was three more days a week of my brain being clear and free to concentrate on design and production, rather than what I was going to say in my newsletter.
I thoroughly recommend her for your business product or brand."