Product Descriptions

  • Hackstons is a London-based, award-winning whisky and spirits investment firm with a Knightsbridge retail space to bring it all to life. 

    Since December 2024, I’ve worked closely with the Marketing Director and Head of Content as  a freelance copywriter, shaping product descriptions that influence how their high-ticket bottles are read, felt and remembered (by seasoned collectors and the simply curious).


  • Opening its Knightsbridge flagship in 2024, Hackstons has quickly set a new standard for luxury drinks retail, earning “Best Newcomer” at the 2026 Drinks Retailing Awards. The space brings together private tastings, expert insight and a carefully curated collection. 

    My role was to bring that same experience to digital. Rather than simply describing each product, I focused on capturing its story, character and occasion, creating copy that feels as considered as the bottles themselves.

  • The result was a clear, consistent tone of voice across a growing catalogue of high-value bottles, mirroring the engaging, conversational style of Hackstons’ in-store experts. 

    With many now in limited supply, the copy balances detail with clarity, giving customers what they need to make confident, considered decisions.

  • Noli combines high-end skincare and haircare with AI-led technology, designed to simplify the process of finding products that truly work for your skin and hair. By pairing scientific insight with a more intuitive approach, the platform helps cut through the noise and build trust.

    During my one-month stint as a freelance SEO copywriter, I worked closely with Noli’s external agency to write and refine product copy, weaving in targeted keywords that align with the needs of a discerning beauty audience.

  • I was brought in to rewrite both short, long and “how to use” descriptions, ensuring they felt accurate, on-brand and aligned with Noli’s premium, scientifically grounded tone of voice.

    Alongside this, I wove front-facing keywords naturally into the copy, while refining backend keywords to improve search visibility across key skin and hair concerns and ingredients, making it easier for the right products to be found.

  • The result was a more consistent and considered tone of voice across the product catalogue, helping to create a clearer and more trustworthy experience for customers.

    With products continuing to receive positive reviews, the copy played a key role in informing and guiding purchase decisions.

  • I was brought in on two occasions to support the product editorial team at NET-A-PORTER as a product writer and sub-editor, contributing to luxury e-commerce copy across fashion and beauty.

  • Working within NET-A-PORTER’s established editorial tone of voice, my approach was to balance product detail with a more elevated, fashion-led narrative.

    Each description and product landing page was crafted to feel polished and aspirational, while remaining clear, concise and consistent across the wider product catalogue.

  • The result was copy that aligned seamlessly with NET-A-PORTER’s luxury positioning, supporting a cohesive and elevated customer experience across the site.

    By maintaining consistency in tone and structure, the product pages reflected the same editorial quality customers expect from the brand.

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