Senior Copywriter & Brand Strategist.
Currently at Saje. Previously, Mejuri, Silk Laundry, and Virtue Worldwide.
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Press
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Brought on during a pivotal brand transformation, I was hired to bring Jean Dousset’s rebrand to life across digital channels from homepage messaging to campaign taglines and product positioning. This shift marked the brand’s full transition from mined to lab-grown diamonds, requiring a bold new narrative and voice.
While most lab diamond brands lean on affordability, we positioned Jean Dousset around indulgence, liberation, and empowerment—championing the idea that lab diamonds are not lesser substitutes, but the pinnacle of modern luxury. The brand’s ethos, distilled in the line “Legacy. Liberated.” reflects this duality: a reverence for heritage, paired with a fearless break from tradition.
I helped define the brand voice as a blend of refinement and rebelliousness—confident, poised, and unafraid to provoke. Pairing elevated copy with bold creative, the brand now bridges the gap between timeless craftsmanship and modern self-expression, redefining what luxury looks and feels like today.
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