Cushla Whiting—Copy that rocks
Images courtesy of Cushla Whiting
Cushla Whiting are jewellery designers with a difference.
A locally owned and family run business, (comprised of siblings Cushla, Anna and Hamish) Cushla Whiting source their own stones and their creative director, Cushla, is a former architect. They’re architects of identity and sorcerers of self-expression.
My task was to create copy that rocks (and converts!).
I immersed myself in their business, unearthed their origins, delved into how they source their diamonds and stones, and translated their superlative story into copy for their website (including personality-filled microcopy to accompany the customer on their purchase journey and articulating their thoughtful and ethical process), socials, a series of triggered eDMs, and educational blog posts. I also created a style guide for them to empower their in-house team to stay consistent with all of their copy.
The results? “Since launching, we've had the highest amount of traffic driven to the website and highest online sales in over 18 months. Pages viewed per session have seen an uplift of over 60%, and average leads per month have increased by more than 20%.” Cat, eCommerce and Marketing Manager, Cushla Whiting.
Images courtesy of Cushla Whiting
