Blog & Product Descriptions
Melanie Casey
Melanie Casey is a US-based fine jewellery brand known for its ethereal design and emotionally driven storytelling. I was commissioned to write an SEO-led blog article alongside a selection of product descriptions, developing copy that balanced romance, clarity and search performance (written in American English).
See a couple of blog excerpts and product descriptions below.
The challenge
Translate fine jewellery into language that felt intimate and modern while remaining commercially practical. The blog needed to build brand affinity and support SEO, and the product descriptions had to balance emotional resonance with clarity to support confident purchasing decisions and drive conversion.
The approach
I wrote a blog about the diamond quality as a long-form storytelling piece designed to build brand affinity and support SEO, weaving thoughtful keyword placement without compromising the brand’s voice. Product descriptions mirrored this approach, blending poetic language with practical information about materials, design and wearability.
The outcome
A cohesive set of copy that strengthened the brand’s storytelling, supported SEO performance and gave customers language that felt true to Melanie Casey’s values.
