PROJECT: A playful weekly campaign for e-commerce and email spotlighting lululemon’s latest drop of biker shorts.

TEAM:
Concept Copywriter: Kat Hertz
Creation Copywriter: Nia Schindle
Copy Director: Arrabelle Stavroff
Photographer: Thompson Chan
Stylist: Nina Maidment
Art Director: Dina Maani
Creative Director: Pat Young
Designer: Sarah Kern

CLIENT: lululemon is an industry leader in technical athletic apparel for yoga, running, working out, and most other sweaty pursuits.

A small selection from thousands of original fashion and beauty product descriptions I have written for NET-A-PORTER, MR PORTER, Bloomingdale's, Editorialist, and more.

Areas of expertise include:

- Women's RTW

- Menswear

- Handbags, small leather goods, and accessories

- Fine jewelry

- Shoes

- Beauty and wellness

- Home goods and apothecary

PROJECT: Conceptualize hero messaging for a weekly campaign introducing lululemon’s famously soft Align™ collection in a new neutral palette.

CONCEPTING TEAM:
Concept Copywriter: Nia Schindle
Concept Designer: Ronnh Warna
Art Director: Frederic Mazzola
Copy Director: Arrabelle Stavroff

CLIENT: lululemon is an industry leader in technical athletic apparel for yoga, running, working out, and other sweaty pursuits.

PROJECT: lead company rebrand, creative direction, and copywriting for New York-based integrative medicine practice, Nabella Health.

• Concepted new creative direction for Nabella Health company rebrand

• Hired a graphic designer and web designer; coordinated production of new branding and website

• Developed brand voice

• Wrote all web copy and select social media captions

• Designed graphics for social media and coordinated uploads

• Designed business cards

• Developed mood boards for professional headshots and website photography

CLIENT: Nabella Health is a New York-based integrative medicine practice founded by Dr. Gabriella Safdieh that focuses on holistic, whole-body health for people of all ages.

CREATIVE PARTNERS:

Graphic design & branding: Zainab Mughal
Web design: Drew Gonsalves

PROJECT: Collaborate with Founder and Chief Alchemist, Kevin Awde, to develop copy and creative direction for on-the-rise Canadian supplement brand, Awde Alchemy.

Some of my roles and accomplishments at Awde include:

• Conceptualizing the brand’s visual identity

• Naming the brand and crafting the tone of voice

• Spearheading all copywriting; web copy (including product pages and a comprehensive ingredients library for 100+ ingredients), product labels for the complete product collection, health assessment, homepage, FAQ, promo tiles, email marketing, unboxing experience, blogs, and more.

CLIENT: Awde Alchemy is a small-batch Canadian supplements brand inspired by the personalization and potency of Old World chemists and fueled by modern science—no preservatives, artificial colors, or unnatural flavors. Only the good stuff.

PROJECT: An energetic weekly campaign for e-commerce and email showcasing lululemon’s must-have staple for men: the Fundamental T-Shirt.

COPY TEAM:
Concept Copywriter: Kat Hertz
Creation Copywriter: Nia Schindle
Copy Director: Arrabelle Stavroff

CLIENT: lululemon is an industry leader in technical athletic apparel for yoga, running, working out, and most other sweaty pursuits.

PROJECT: An e-commerce campaign featuring Bebe Ding, Sydney Miller, and Matt James spotlighting lululemon’s newest shorts lineup. Copy deliverables included e-comm copy, emails, influencer and affiliate lookbook, and paid search and social assets.

TEAM:

Creative Director: Pat Young

Copy Director: Arrabelle Stavroff

Senior Copywriter: Nia Schindle

Senior Art Director: Carolina Daher

Stylist: Caitlin Sheehan

Designer: Julia Vodarek & Camila Burbano del Alcazar

CLIENT: lululemon is an industry leader in technical athletic apparel for yoga, running, working out, and most other sweaty pursuits.

PROJECT: A complete overhaul of the brand’s tone-of-voice and SEO website copy including:

• Homepage

• 3 x product pages

• About Us page

• FAQs

• 10 x case studies

• 4 x 1,000-3,000 word blogs

CLIENT: BROOD is a breakthrough nitro infusion system that empowers bartenders, mixologists, and baristas to craft incredible cocktails, mocktails, and bubbly libations at a speed you’ve never seen before.

PROJECT: Write a personal biography for the brand’s founder, Deborah Pagani.

CLIENT: Deborah Pagani is a fine jewelry and luxury hair accessories brand based in New York.

PROJECT: A small selection of hundreds of trend and tech-driven Instagram captions I’ve written for Cosmetica Laboratories.

CLIENT: Cosmetica Laboratories is a world-class custom cosmetic development and manufacturing lab that creates award-winning products for the world’s most iconic beauty brands.

PROJECT: In 2021, I launched Little Rue Studio, an independent book press in Winnipeg, Manitoba (Canada)!

I debuted my first self-published book under Little Rue Studio in June 2021 called What Is What Is This Thing?: A Story About Face Masks (illustrated by Brazilian artist, Rafa Harger).

Inspired by my pandemic baby who likes to wear face masks as hats, What Is This Thing? is a simple and humorous picture book that provides parents and caregivers a way to start conversations about face masks. Kids can laugh along with silly illustrations while learning the important facts of mask wearing for the pandemic and beyond.

What Is This Thing? is available at www.littleruestudio.com and select retailers across Canada and the United States.

As featured in:
CBC
The Winnipeg Free Press
Canstar Community News
Stonewall Tribune
Canadian Children’s Book News (Winter 2021 Print Issue)

Follow Little Rue Studio on Instagram @heylittlerue.

PROJECT: Write engaging, SEO and ROI-driven blog posts highlighting the uses and benefits of Voir Haircare’s premium haircare collection.

CLIENT: Voir Haircare is a cruelty free Canadian haircare collection inspired by the art of nature.

Discover more at voirhaircare.com.

PROJECT: A complete overhaul of website copy including 10+ web pages and four case studies.

CLIENT: Laivly is a powerful attended AI platform with one big mission: to supercharge your contact center. Laivly equips friendly humans with intelligent automations to create the best customer experiences on the planet.

PROJECT: Write weekly email blasts for Jemma Wynne’s high-end clientele and subscribers.

CLIENT: Jemma Wynne is a fine jewelry brand based in New York founded by designers Jenny Klatt and Stephanie Wynne.

PROJECT: Write inspiring and informational blog posts about motherhood, natural textiles, sustainability, and the benefits of heirloom baby clothes.

CLIENT: Shirley Bredal is an inspirational heirloom baby clothing brand hand-crafted by women artisans in Kathmandu.

PROJECT: Prom 2016 lookbook and associated marketing assets for bloomingdales.com.

TEAM: collaborated with creative directors and design team to brainstorm and execute concept creation, creative strategy, photoshoot development and copy direction for the prom 2016 lookbook.

CLIENT: Bloomingdale's in an American chain of luxury department stores owned by Macy's, Inc.

See the project live on bloomingdales.com here.

PROJECT: a selection of weekly women's RTW email blasts for Bloomingdale's.

CLIENT: Bloomingdale's is an American chain of luxury department stores owned by Macy's, Inc.

PROJECT: A selection of runway reviews for the What's News column of Editorialist.

CLIENT: Editorialist is a luxury fashion accessories magazine and e-commerce shopping destination based in New York City.

Click the designer names below to read the reviews live on the site:

Givenchy

Louis Vuitton

Chanel

Altuzarra

Balmain

Dior

Michael Kors

Ralph Lauren

Calvin Klein

Gucci

Balenciaga

The Row

Valentino

Prada

PROJECT: review of the 2015 Met Gala for the What's News section of Editorialist.

CLIENT: Editorialist is a luxury fashion accessories magazine and e-commerce shopping destination based in New York City.

Read the review live on editorialist.com here.

PROJECT: feature story on Salvatore Ferragamo's limited-edition Spring 2015 viper handbags. 

CLIENT:  Editorialist is a luxury fashion accessories magazine and e-commerce shopping destination based in New York City.

Read the feature live on editorialist.com here.

PROJECT: Fall 2016 millennial-focused lookbook and associated marketing assets for bloomingdales.com.

TEAM: collaborated with creative directors and design team to brainstorm and execute concept creation, creative strategy, photoshoot development and copy direction for the prom 2016 lookbook. Also assisted casting and creative teams with model casting and location scouting.

CLIENT: Bloomingdale's in an American chain of luxury department stores owned by Macy's, Inc.

See the project live on bloomingdales.com here.

PROJECT: market edit featuring minimalist wardrobe staples, with an emphasis on styles that can be purchased within Canada.

CLIENT: FLARE Magazine is a Canadian fashion magazine published by Rogers Communications.

View the full article and slideshow at FLARE.com here.

PROJECT: online and print feature for Editorialist highlighting Feiyue's brand launch and the label's #FlyForward campaign.

CLIENT: Editorialist is a luxury fashion accessories magazine and e-commerce shopping destination based out of New York City.

Read the article online at editorialist.com here.

PROJECT: online and print feature spotlighting designer Alexis Barbara Isaias for Editorialist's 'Influencer' section.

CLIENT: Editorialist is a luxury fashion accessories magazine and e-commerce shopping destination based in New York City.

Read the article online at editorialist.com here.

PROJECT: designer interview with Danielle Sherman of Edun for BLOG J+O.

CLIENT: Jonathan+Olivia is a Toronto-based retailer and online store featuring directional designer clothing, shoes and accessories for women and men.

Read the interview on BLOG J+O here.

PROJECT: write copy showcasing Pre-Fall 2015 trends and how to wear them.

CLIENT: Editorialist is a luxury fashion accessories magazine and e-commerce shopping destination based out of New York City.

View the style guide online at editorialist.com here.

PROJECT: a selection of designer profiles for the What's News column of the Fall/Winter 2015 issue of Editorialist Magazine. Please note I wrote features on the below designers only for this piece:

- Sanjay Kasliwal's Gem Palace

- Sequence

- Rachel Katz

- Glenn Spiro: London

- H.Stern

CLIENT:  Editorialist is a luxury fashion accessories magazine and e-commerce shopping destination based in New York City.

Read the full feature live on editorialist.com here.

PROJECT: A small selection from hundreds of trend pages and Style Guide spreads written for Editorialist Magazine.

CLIENT: Editorialist is a luxury fashion accessories magazine and e-commerce shopping destination based in New York City.

ROJECT: A selection of hed and deks for Editorialist's Holiday 2015 Luxury Gift Guide (market edit by Jaclyn Bloomfield).

CLIENT: Editorialist is a luxury fashion accessories magazine and e-commerce shopping destination based in New York City.

View the Gift Guide live on editorialist.com here.

PROJECT: A Fall 2016 handbag roundup for LustreLife's blog 'The Edit'.

CLIENT: LustreLife is a luxury online shopping destination that curates designer fashion collections from around the globe.

Read the article live on the site here.

PROJECT: Excerpts from a series of interviews I conducted with leaders in the fashion industry for an Azzedine Alaia retrospective in Editorialist Magazine.

CLIENT: Editorialist is a luxury fashion accessories magazine and e-commerce shopping destination based in New York City.

The list of notable interviewees includes:

- Linda Fargo, SVP Fashion Office & Store Presentation, Bergdorf Goodman

- Simon Doon, Creative Ambassador-at-Large, Barneys New York

- Veronica Webb, model

- Laure Heriard Dubreuil, CEO & Founding Partner, The Webster

- Lynn Ban, designer

- Jennifer Sun Woo, SVP DMM Designer RTW, Barneys New York

- Marc Newson, industrial designer

Read the interviews live on editorialist.com here.

PROJECT: write on-brand editorial product descriptions for The Sharp List in the Winter 2015 issue of SHARP Magazine's.

CLIENT: SHARP Magazine is the leading men's fashion and lifestyle magazine in Canada.

Please note that I wrote the following descriptions only: 3, 8, 12, 16, 21, 29, 39, 42, 45.

PROJECT: collaborate with members of MR PORTER's Creative Studio team to conceptualize and create an on-brand editorial with engaging copy. This project won first place in the company's internal creative competition.

CLIENT: MR PORTER is the global online retail destination for men's style.

PROJECT: short blog post for BLOG J+O highlighting the Saturdays Surf NYC Fall 2014 collection at Jonathan+Olivia.

CLIENT: Jonathan+Olivia is a Toronto-based retailer and online store featuring directional designer clothing, shoes and accessories for women and men.

Read the post on BLOG J+O here.

PROJECT: Write a blog documenting our family’s experience visiting Bowerbird Stays’ Shipping Container Cabin, designed by renowned Canadian architect David Penner and featured in Cottager Magazine and IKEA global marketing.

CLIENT: Bowerbird Stays curates unique, designer cabins, camps, and homes for short-term stays.

Adventures await at bowerbirdstays.ca.