Industry: E-Commerce - Luxury Jewelry
Project Scope: Product Description, Facebook Ad, Emails, Google Ads, and About Us
Jan Leslie is a luxury jewelry brand for men, women in New York City.
Their one-of-a-kind jewelry can be found in Bergdorf Goodman, Neiman Marcus, Saks Fifth Avenue, and their wholesale website.
Despite their strong brand reputation, their messaging lacked consistency across channels, emails were overly formal compared to the website and ads, and product pages lacked the detail needed to reflect their high-end positioning. As a copywriter, my goal was to unify the brand voice and elevate their customer experience with strategy-led storytelling across every touchpoint.
To align their copy with Jan Leslie’s luxury positioning and elevate the customer journey, I developed a full-funnel copy strategy tailored for high-end e-commerce.
From product descriptions to emails and Facebook ads, every touchpoint was worked to reflect a cohesive, sophisticated brand voice.
The goal wasn’t just consistency, it was conversion.
I leaned into emotional storytelling, designer-led narratives, and VIP customer flows to drive engagement and revenue. Here is the comprehensive strategy:
Strategic Campaigns: Developed themed campaigns for major events. Crafted engaging blogs featuring look ideas, designer stories, and travel insights to increase site engagement and drive deeper connections with customers.
Consistent, Authentic Brand Voice: Aligned the tone and voice across all channels—emails, website, ads, and social—creating a sophisticated yet approachable narrative that reflected the designer’s personality and brand mission.
Customer Journey Optimization: Rewrote thank you emails to capture the designer’s voice and engage customers from their first interaction. Created exclusive ideas and strategies for VIP customers, enhancing their experience with the brand.
Conducted A/B testing, leveraged GA4, and worked closely with graphic designers and email marketers to refine copy and visuals for maximum impact.
The Sound of the Work
This playlist mirrors the tone I used across Jan Leslie’s campaigns—confident, refined, and just off-center enough to make you look again.
Click on each one to view:
Increased Organic Traffic to the website by 20%Crafted and managed Google Ads, resulting in >8% CTR, $4.00 ROAS, and over $50,000 in sales. Increased sales by 50% Increased email open rates by 118%
“Discover the road less traveled with Jan Leslie Jewelry.“
“Impeccably curated with breathtaking Peruvian Opals- along with mesmerizing Yowah Boulder Opals… All are handset with effortlessly elegant 18K Gold.”
“Ignite your inner strength.”
“Your wrist, elevated”
“We initially chose to work with Ashley because of her writing style. However, once we began we quickly realized that she is an advertising wizard! Her expertise in Google advertising and copywriting is nothing short of remarkable. She took our campaigns to new heights, delivering outstanding results. Highly recommend her skills and dedication. Top-notch performance!” Neil SilversteinPresident of Jan Leslie