A Brand Voice Shift for Blue Nile
The Challenge
As Blue Nile moved toward a more modern expression of everyday luxury, its messaging needed to evolve with it. The brand needed to feel more approachable and playful while still maintaining the sophistication of an established fine jewelry brand.
My Role
As a copywriter and messaging strategist, I helped define how the new positioning came to life through voice and messaging, creating a consistent yet flexible foundation across customer touchpoints. My work spanned creative concepts, brand voice, collection positioning and naming, campaign messaging, email, paid media, social, and more.
Brand Voice & Multi-Channel Copy
Promotional Campaigns
Early Holiday
For this early holiday promotion, I developed a playful concept and copy that tapped into the excitement and glamour of the season, making fine jewelry feel celebratory and distinctly of the moment.
Mother's Day Sale
The creative direction for this promotional campaign was centered on a real mother and daughter. The messaging drew on the enduring connection between mothers and children. But we also featured real moms and had a little fun focusing on what Mom really wants for Mother's Day. In other words, we struck a balance between emotional resonance and playfulness.
Branding for a New Collection
Blue Nile was the first to offer a collection of this kind featuring GIA Jewelry Reports, developed in conjunction with GIA. The messaging needed to communicate what made the collection exceptional while navigating specific restrictions around how the GIA relationship and reports could be described. I developed the positioning and messaging to highlight the collection’s quality, craftsmanship, and distinction while bringing the story of elevated luxury to life across company-wide talking points and customer-facing communications.
Outside the Lines
Novelty works in marketing. So, during my time at Blue Nile, I placed text in color (in collaboration with our designers), I utilized rhyme and poetry, and even experimented with just a headline in an email and no other copy (besides product names). This is one of my favorite examples.