Maison Avani & Avani paris
Avani Paris is a family-owned jewelry brand renowned for its expertise in colored sapphires. Owning its own gemstones mines in Sri Lanka, the vertically integrated Maison ensures not only the exceptional quality of the raw stones but also the full transparency of its supply chain, from the sapphires mines to the sale of its jewelry creations at the iconic Place du Marché Saint-Honoré in Paris.
Building on its success, the brand expanded in 2022 to launch Maison Avani, a High Jewelry label, further showcasing its expertise in precious stones.
The founders of Avani Paris and Maison Avani entrusted me, as a luxury marketing consultant, to highlight their jewelry Maison’s distinctive qualities through the creation of diverse content for their websites, newsletters, social media, and press communications. Both modern and transparent, Avani Paris and Maison Avani aim to bring a fresh perspective to the world of fine jewelry. Their unique messaging sets them apart from competitors while educating their clientele on the unparalleled quality and beauty of colored sapphires and gemstones.
- Storytelling & narrative identity definition for both jewellery brands
- Website copywriting for Avani and Maison Avani's websites
- Copywriting for website editorials (jewels categories, colours of the sapphires)
- Launch Press Kit - Copywriting, edits and layout
- Creating scripts for brand and adverstising campaigns videos
- newsletters and emailings
- Defintion of names and storytelling for the brand's creations and collections
- In French and English
Web Copywriting
French and English versions of the Avani website contnt.
- Pages: About, Personalization
- Categories editorials : rings, bracelets, necklaces, earrings. introductory texts to sapphires and colored gemstones
- Landing page for the launch of a new collection of rings.
Creation of the Maison Avani website alongside the co-founders, a developer and a UX Designer. Content written in French and English.
Pages: About us / The Maison, Savoir-Faire & craftsmanship, Boutique, Made-to-order creations, Collections.
Press Kit (copywriting, layout)
Crafting of a comprehensive press kit to introduce the high jewelry brand to key industry stakeholders at the time of its launch.
Press kit design, copywriting, proofreading, integration of brand visuals and document layout.
Brand and Products Storytelling
The success of a luxury brand owes much to its story and how effectively it is told.
Beyond highlighting the brand’s creations and engagement rings, I work with the jewelry Maison to showcase its gemological expertise, revealing the intricate beauty and complexity of sapphires to its audience.
From naming its jewelry pieces to enriching the inspirations behind their creation, I contribute to projects that blend strategic guidance with compelling luxury copywriting.
With a deep commitment to ethics, every communication is born from genuine engagement and authentic storytelling—values we share and uphold together.
Video scripts
For the launch of the new Esmeralda ring collection, and then for the video dedicated to tasvorite, I wrote the following video scripts introducing the jewelry brand and its creations.
Read by a voice-over, these inspired, catchy and evocative texts accompany the gorgeous images, inviting the public into a universe true to the luxury brand's identity.
Social Media
Collaborating with a freelance copywriter is a strategic investment. The content I create for my clients is designed to be versatile and long-lasting, offering value across multiple platforms, from websites and newsletters to social media platforms such as Instagram.
While I no longer handle the creation of social media content, I encourage my clients to freely adapt the texts provided for their Facebook or Instagram communications. I also guide them on repurposing these materials to enhance their social media presence and engage their audiences effectively.
