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Jewellery Storytelling

Siobhan Maher, jewellery copywriter and brand storyteller, looks into the camera with books behind her, and text saying As Seen in Retail Jeweller

Weathering Post-pandemic Jewellery Retail with Storytelling

Writing for Retail Jeweller’s Covid-19 Advice Series, I discuss how storytelling is a key tool for jewellery retailers and brands. I cover;

  • What effective website and product copywriting needs to include
  • How businesses can stand out and differentiate themselves when selling online
  • How brands can use storytelling to connect with their customer during this time
  • Where the pandemic has brought opportunities for independent businesses

Find the article here – Siobhan Maher for Retail Jeweller

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So what really is brand storytelling... and why does it matter? Storytelling is at the heart of everything I do, and for good reason. When @metalandsmith asked me this question I jumped at the chance to explain why storytelling should be the backbone of your branding and marketing strategy. (I know, you've seen this before... but never with all four parts successfully attached!) And if you've got a burning question too? My comments are always open - let me know if there's anything you're wondering about below!
So what really is brand storytelling... and why does it matter? Storytelling is at the heart of everything I do, and for good reason. When @metalandsmith asked me this question I jumped at the chance to explain why storytelling should be the backbone of your branding and marketing strategy. (I know, you've seen this before... but never with all four parts successfully attached!) And if you've got a burning question too? My comments are always open - let me know if there's anything you're wondering about below!
So what really is brand storytelling... and why does it matter? Storytelling is at the heart of everything I do, and for good reason. When @metalandsmith asked me this question I jumped at the chance to explain why storytelling should be the backbone of your branding and marketing strategy. (I know, you've seen this before... but never with all four parts successfully attached!) And if you've got a burning question too? My comments are always open - let me know if there's anything you're wondering about below!
So what really is brand storytelling... and why does it matter? Storytelling is at the heart of everything I do, and for good reason. When @metalandsmith asked me this question I jumped at the chance to explain why storytelling should be the backbone of your branding and marketing strategy. (I know, you've seen this before... but never with all four parts successfully attached!) And if you've got a burning question too? My comments are always open - let me know if there's anything you're wondering about below!
So what really is brand storytelling... and why does it matter? Storytelling is at the heart of everything I do, and for good reason. When @metalandsmith asked me this question I jumped at the chance to explain why storytelling should be the backbone of your branding and marketing strategy. (I know, you've seen this before... but never with all four parts successfully attached!) And if you've got a burning question too? My comments are always open - let me know if there's anything you're wondering about below!
Siobhan Maher - Jewellery Storytelling
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So what really is brand storytelling... and why does it matter? Storytelling is at the heart of everything I do, and for good reason. When @metalandsmith asked me this question I jumped at the chance to explain why storytelling should be the backbone of your branding and marketing strategy. (I know, you've seen this before... but never with all four parts successfully attached!) And if you've got a burning question too? My comments are always open - let me know if there's anything you're wondering about below!
1 day ago
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1/7
Inject some personality into your 404 Page Spelling mistakes, broken links, deleted content... there's plenty of reasons a customer might end up on your 404 page. Error messages are frustrating, but a little attention to the copy on this page can help turn the user experience around. First, don't leave it up to chance as to where your customer goes from the 404. As you can't know their aim, consider what you could offer that might help them on their journey; a search bar, contact details, or links to key content. Second, craft a message with a little personality. It's common to use humour on 404 pages, but only do this if this feels on brand. For those with a more formal brand voice, strike a note of sincerity and service with an apology or offer of assistance. Using an exclamation is a safe compromise - 'oops' is a 404 copywriting classic. Feeling stuck? If in doubt, market research, and remember to keep this particular piece of copywriting brief. Have you got custom copy on your 404 page? Let me know how you've approached it in the comments... #jewellerystorytelling #webcopy #microcopy #copywritingforcreatives #creativebusinessowner
Siobhan Maher - Jewellery Storytelling
jewellerystorytelling
•
Follow
Inject some personality into your 404 Page Spelling mistakes, broken links, deleted content... there's plenty of reasons a customer might end up on your 404 page. Error messages are frustrating, but a little attention to the copy on this page can help turn the user experience around. First, don't leave it up to chance as to where your customer goes from the 404. As you can't know their aim, consider what you could offer that might help them on their journey; a search bar, contact details, or links to key content. Second, craft a message with a little personality. It's common to use humour on 404 pages, but only do this if this feels on brand. For those with a more formal brand voice, strike a note of sincerity and service with an apology or offer of assistance. Using an exclamation is a safe compromise - 'oops' is a 404 copywriting classic. Feeling stuck? If in doubt, market research, and remember to keep this particular piece of copywriting brief. Have you got custom copy on your 404 page? Let me know how you've approached it in the comments... #jewellerystorytelling #webcopy #microcopy #copywritingforcreatives #creativebusinessowner
1 week ago
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2/7
Happy New Year! I've kicked off my fresh start with a new look for the Jewellery Storytelling website... and a new area exclusively for mailing list subscribers Alongside the updated Insights Blog, you'll find all the subscriber-only content in one area. Join the list now for immediate access to my latest download - the Jewellery Storytelling 2022 Copywriting & Content Marketing Trends Report ✨ See the link in bio to sign up. Already on the list? Check your inbox 😘
Happy New Year! I've kicked off my fresh start with a new look for the Jewellery Storytelling website... and a new area exclusively for mailing list subscribers Alongside the updated Insights Blog, you'll find all the subscriber-only content in one area. Join the list now for immediate access to my latest download - the Jewellery Storytelling 2022 Copywriting & Content Marketing Trends Report ✨ See the link in bio to sign up. Already on the list? Check your inbox 😘
Siobhan Maher - Jewellery Storytelling
jewellerystorytelling
•
Follow
Happy New Year! I've kicked off my fresh start with a new look for the Jewellery Storytelling website... and a new area exclusively for mailing list subscribers Alongside the updated Insights Blog, you'll find all the subscriber-only content in one area. Join the list now for immediate access to my latest download - the Jewellery Storytelling 2022 Copywriting & Content Marketing Trends Report ✨ See the link in bio to sign up. Already on the list? Check your inbox 😘
2 weeks ago
View on Instagram |
3/7
Hi, I'm Siobhan 👋 I've had an influx of followers since @metalandsmith shared my account so wanted to reintroduce myself for anyone new. (Side tip: if you're in the jewellery industry and don't follow them, you're missing *so much* insider intel...) Here on Instagram I share why storytelling is a non negotiable part of a modern marketing strategy, and give you the guidance to implement it yourself. In the real world I create and communicate brand and product stories for a super diverse range of jewellery brands... and I love it. I've been in the jewellery industry 13+ years, working with retailers, designers and manufacturers all over the globe. I've been running my own show since 2019, and still feel spoilt to be making my living combining all the things I love most; jewellery & writing. Outside of work, I'm usually reading, kitchen dancing with my four year old, or convincing myself I need another vintage shirt. So if you're here because you need a copywriter, all my details are in my bio. If you're not there yet then stay tuned for all my best insights. Let me know who you are in the comments - whether you're new, an old timer, or just here to tell me what your greatest vintage score has been... ✨
Siobhan Maher - Jewellery Storytelling
jewellerystorytelling
•
Follow
Hi, I'm Siobhan 👋 I've had an influx of followers since @metalandsmith shared my account so wanted to reintroduce myself for anyone new. (Side tip: if you're in the jewellery industry and don't follow them, you're missing *so much* insider intel...) Here on Instagram I share why storytelling is a non negotiable part of a modern marketing strategy, and give you the guidance to implement it yourself. In the real world I create and communicate brand and product stories for a super diverse range of jewellery brands... and I love it. I've been in the jewellery industry 13+ years, working with retailers, designers and manufacturers all over the globe. I've been running my own show since 2019, and still feel spoilt to be making my living combining all the things I love most; jewellery & writing. Outside of work, I'm usually reading, kitchen dancing with my four year old, or convincing myself I need another vintage shirt. So if you're here because you need a copywriter, all my details are in my bio. If you're not there yet then stay tuned for all my best insights. Let me know who you are in the comments - whether you're new, an old timer, or just here to tell me what your greatest vintage score has been... ✨
3 months ago
View on Instagram |
4/7
📯 Customer feedback: Storytelling Audit Edition⁣ ⁣ I'm passionate about helping jewellery brands stand out and sell with storytelling, and I also know what it means to run a small business.⁣ ⁣ That's why at the start of the year I introduced my Storytelling Audit, an accessible package giving you 1-on-1 access to my experience and insights.⁣ ⁣ If you just don't know where to start, this £95 package will give you direction. If you want or need to tackle storytelling and copywriting work yourself, this package gives you the framework and expert advice.⁣ ⁣ I provide a full and personalised report on your site and social media, delivering specific and actionable next steps in a 30 minute zoom call.⁣ ⁣ I can't promise to make your to-do list any shorter, but I can promise clarity and confidence 🌟⁣ ⁣ If you want to join these customers, you'll find the package on my website - feel free to comment or DM with any questions!⁣ ⁣ ⁣ #brandidentity #brandstories #brandstory #brandstoryteller #brandstorytelling #brandvoice #creativebrand #creativebranding #jewellerybrand #marketingforcreatives #jewellerystorytelling #makerscollective #smallbusinessowner #smallbusinessuk #indiejewelry #jewellerybiz #jewelrybrand #independentbusiness #handmadebusiness #mycreativebiz #creativeconsultant #creativeconsulting #jewelleryconsultant #aboutme #marketresearch #workwithme #curatedforcreatives #creativebusinesscoach #womeninspirewomen #creativebusinessplanning
Siobhan Maher - Jewellery Storytelling
jewellerystorytelling
•
Follow
📯 Customer feedback: Storytelling Audit Edition⁣ ⁣ I'm passionate about helping jewellery brands stand out and sell with storytelling, and I also know what it means to run a small business.⁣ ⁣ That's why at the start of the year I introduced my Storytelling Audit, an accessible package giving you 1-on-1 access to my experience and insights.⁣ ⁣ If you just don't know where to start, this £95 package will give you direction. If you want or need to tackle storytelling and copywriting work yourself, this package gives you the framework and expert advice.⁣ ⁣ I provide a full and personalised report on your site and social media, delivering specific and actionable next steps in a 30 minute zoom call.⁣ ⁣ I can't promise to make your to-do list any shorter, but I can promise clarity and confidence 🌟⁣ ⁣ If you want to join these customers, you'll find the package on my website - feel free to comment or DM with any questions!⁣ ⁣ ⁣ #brandidentity #brandstories #brandstory #brandstoryteller #brandstorytelling #brandvoice #creativebrand #creativebranding #jewellerybrand #marketingforcreatives #jewellerystorytelling #makerscollective #smallbusinessowner #smallbusinessuk #indiejewelry #jewellerybiz #jewelrybrand #independentbusiness #handmadebusiness #mycreativebiz #creativeconsultant #creativeconsulting #jewelleryconsultant #aboutme #marketresearch #workwithme #curatedforcreatives #creativebusinesscoach #womeninspirewomen #creativebusinessplanning
3 months ago
View on Instagram |
5/7
Content creation is a hot topic; a week doesn't go by that I don't write, plan or advise on content for new and existing customers.⁣ ⁣ But creating brand new content is rarely the sole strategy - content curation can be another vital part of the puzzle. Simply put, it means sharing content created by someone else, but as a deliberate and considered part of your strategy.⁣ ⁣ Paired with original created content, sharing content can be a win-win. You provide value to your audience and don't feel like you're always sharing your own sales content. You build community by supporting another business, and may benefit from reciprocal sharing. You get to demonstrate that you are in touch with your industry or community. And although well-curated content requires some research, it's usually easier to share than create. Here's some examples;⁣ ⁣ - Got a physical location? Share the latest news or posts of some of your neighbours.⁣ - Share your thoughts on a relevant news or opinion article (ethics, trends etc) and invite debate.⁣ - Showcase the work or profiles of people who reflect your target audience.⁣ ⁣ Effective content curation is a little more involved than an ad-hoc sharing of an amazing account in your Instagram stories. To ensure the content you share fits in with your overall goals and strategy, consider the following;⁣ ⁣ - Will my target audience enjoy or get value from this content?⁣ - Is this content in line with my brand story - will it feel 'on message'?⁣ - Does the original poster's account or brand reflect well on my business? Are they trustworthy, appropriate, stylish...etc⁣ - How can I expand on this content; can I add additional value with my own comment, by inviting engagement, or by building on the topic?⁣ - Should this be a one-off share, or can I use this to inspire additional content?⁣ ⁣ ⁣ How does your content strategy lean - curate, create, or a balance of both?
Siobhan Maher - Jewellery Storytelling
jewellerystorytelling
•
Follow
Content creation is a hot topic; a week doesn't go by that I don't write, plan or advise on content for new and existing customers.⁣ ⁣ But creating brand new content is rarely the sole strategy - content curation can be another vital part of the puzzle. Simply put, it means sharing content created by someone else, but as a deliberate and considered part of your strategy.⁣ ⁣ Paired with original created content, sharing content can be a win-win. You provide value to your audience and don't feel like you're always sharing your own sales content. You build community by supporting another business, and may benefit from reciprocal sharing. You get to demonstrate that you are in touch with your industry or community. And although well-curated content requires some research, it's usually easier to share than create. Here's some examples;⁣ ⁣ - Got a physical location? Share the latest news or posts of some of your neighbours.⁣ - Share your thoughts on a relevant news or opinion article (ethics, trends etc) and invite debate.⁣ - Showcase the work or profiles of people who reflect your target audience.⁣ ⁣ Effective content curation is a little more involved than an ad-hoc sharing of an amazing account in your Instagram stories. To ensure the content you share fits in with your overall goals and strategy, consider the following;⁣ ⁣ - Will my target audience enjoy or get value from this content?⁣ - Is this content in line with my brand story - will it feel 'on message'?⁣ - Does the original poster's account or brand reflect well on my business? Are they trustworthy, appropriate, stylish...etc⁣ - How can I expand on this content; can I add additional value with my own comment, by inviting engagement, or by building on the topic?⁣ - Should this be a one-off share, or can I use this to inspire additional content?⁣ ⁣ ⁣ How does your content strategy lean - curate, create, or a balance of both?
3 months ago
View on Instagram |
6/7
You've heard me say it before, but its at the heart of what I do.⁣ ⁣ However beautiful and innovative your jewellery, it is words that make the sale.⁣ ⁣ A small number of customers will click to buy on face value alone, but the vast majority need to be made to fall in love. They need to connect emotionally, imagine how your pieces enhance their lives, and trust your brand.⁣ ⁣ And that takes words.⁣ ⁣ Finding the right words is where I come in. Whether you need a guiding hand or a full copy overhaul, I'm the jewellery specialist, storytelling wordsmith you need.⁣ ⁣ I know what a difference this makes, so I want what I do to be accessible. So working with me starts from £95 - and before that, you can book a free, no-obligation discovery call.⁣ ⁣ Book your call or check out my packages at the link in my bio. I can't wait to speak with you!
Siobhan Maher - Jewellery Storytelling
jewellerystorytelling
•
Follow
You've heard me say it before, but its at the heart of what I do.⁣ ⁣ However beautiful and innovative your jewellery, it is words that make the sale.⁣ ⁣ A small number of customers will click to buy on face value alone, but the vast majority need to be made to fall in love. They need to connect emotionally, imagine how your pieces enhance their lives, and trust your brand.⁣ ⁣ And that takes words.⁣ ⁣ Finding the right words is where I come in. Whether you need a guiding hand or a full copy overhaul, I'm the jewellery specialist, storytelling wordsmith you need.⁣ ⁣ I know what a difference this makes, so I want what I do to be accessible. So working with me starts from £95 - and before that, you can book a free, no-obligation discovery call.⁣ ⁣ Book your call or check out my packages at the link in my bio. I can't wait to speak with you!
3 months ago
View on Instagram |
7/7
View on Instagram
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