COPYWRITING AIMED AT HNW FAMILIES

As a luxury copywriter for HNWI audiences in the US, Europe and beyond, I have written high-calibre copy for editorial, branding, marketing and advertising aimed at HNWI families, focused on products, services, attractions, activities and amenities that benefit children, young adults – and their parents.
 
 
I started out in journalism, as a Creative Director in Miami then a Features Editor in London. This background – spanning both creative and editorial – helped me learn how to shape a message and find the best hook to convince readers to choose a certain luxury travel destination, high-end product or five-star service. These experiences also helped me develop crucial interview skills, working with key players and stakeholders within brands and companies, as I created their article, ad or advertorial.
 
 
As a copywriter since 2004, I have written about luxurious waterfront residences with kids’ pools and adventure clubs – as well as indulgent amenities for the parents while the kids are busy. I’ve written about sailing lessons, unique experiences (such as spending an afternoon learning traditional wildlife tracking techniques from indigenous people) and kid-friendly dining. I’ve written for food brands (including 18 months as Head of Copy and Creative Lead at Gousto, as well as for property brands, education brands, clothing brands and more.
 
 

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