Project: Product Launch Email

Client: Ever Aster

Audience: Demographics are women ages 25-55 with middle to upper-middle-class income who want elegant, minimalist charm jewelry that’s handmade and meaningful.

Challenge: This new line of tiny charm jewelry was the first product in my client’s shop that allowed consumers to design their pieces with multiple charms at once.

The introduction email needed marketing copy that both reflected the elevated elegance and curated whimsey of the collection. The words she wanted to represent this line were elegant, nostalgic, and playful.

Solution: I wanted to appeal to the women who’d grown into ladies with elegant tastes, but still felt a pang of nostalgia whenever they saw a mood ring from their childhood in the 90s.

This email was the first in a sequence that would highlight each feature of the collection, the ability to customize their jewelry pieces, and focus on the deeper benefit; celebrating their romantic memories of the past.

I was able to collaborate with my client to also release three different pre-sets that paid homage to childhood nostalgia and the meaningfulness of Ever Aster’s values.

Results: The Paperclip Charm bracelet is now one of my client’s best-selling products on her website.

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