Rachel Entwistle Jewellery.

Strategy. Copy.

Rachel Entwistle — Crafting a narrative as meaningful as the jewellery

The Brief
Rachel Entwistle creates unique jewellery inspired by cultural narratives and symbolism, but her scattered online communications weren't conveying the brand's true depth and distinctiveness. She needed a cohesive brand voice that would do justice to her carefully crafted pieces.

The Strategy (Spine)
After reviewing competitors and conducting SEO research, I worked directly with Rachel to define what truly made her approach special. We articulated a clear brand purpose that connected her deep knowledge of symbolism with the emotional significance jewellery holds for wearers.

The Voice (Soul)
I developed a distinctive tone of voice that could tell the stories behind Rachel's designs without sounding academic or pretentious. The language needed to balance cultural depth with accessibility, helping customers connect with both the craftsmanship and meaning behind each piece.

The Brand Connection (Heart)
The messaging framework created meaningful connections between the ancient symbols Rachel works with and their relevance to contemporary wearers. We transformed what could have been purely aesthetic appreciation into a deeper relationship with the jewellery's symbolic significance.

The Impact
Rachel was delighted when a customer quoted her copy word for word, saying she felt totally connected to the storied designs and meaningful company ethos. The coherent brand voice across web copy and social media posts helped attract customers who appreciated both the artistry and symbolism of her work.

My Role: Competitive review, brand world development, brand messaging creation, tone of voice guidelines, sample social media content, SEO research, SEO-driven web copy - homepage, landing pages, collection pages, product descriptions.

In Action: Sample copy below.

“Lucy and I worked together on various areas of the brand that needed urgently addressing. These were: brand strategy, tone of voice, copywriting sample social media posts, web landing pages and product descriptions.

Lucy was an absolute pleasure to work with - professional, insightful and a whizz with on brand copy. She looked at the whole brand, thoroughly reviewed and responded to our existing info and brief and delivered transformational copy and an incredibly clear brand strategy.

I will definitely be working with her again and would highly recommend her to not just deliver copy but create the right mood and strategy to communicate your vision to your customers.

We immediately found our customers quoting elements of Lucy's copy back to us regarding our designs and ethos. Just brilliant!”
RACHEL ENTWISTLE, RACHEL ENTWISTLE JEWELLERY