Fara Boutique - Clothing with character

The Brief
Fara Boutique needed product descriptions that would capture their distinctive bohemian spirit. The challenge was writing engaging copy for multiple items that would convey their carefree aesthetic while still incorporating SEO best practices.

The Strategy (Spine)
Rather than creating standard product descriptions focused solely on features and materials, I developed a storytelling approach that would bring each piece to life. This strategy involved creating an imaginary muse or character for each garment.

The Voice (Soul)
I created personality-led descriptions where each piece of clothing became associated with a specific character or situation that embodied Fara's free-spirited ethos. The language was evocative and imaginative while still including necessary product details and searchable terms.

The Brand Connection (Heart)
By giving each garment its own story and character, we helped customers imagine themselves in these clothes and the lifestyle they represented. This approach created an emotional connection beyond the physical attributes of the clothing.

The Impact
The personality-infused product descriptions helped differentiate Fara from competitors with standard, feature-focused copy. The SEO-optimised content improved visibility while the creative approach reinforced the boutique's unique bohemian positioning.

My Role: SEO research, SEO-driven web copy development for collection pages, personality-led product description creation.

In Action: See the images below for example content.

Product description copy.

Collection copy.