Watch & Jewelry Brands

From your marketing strategy to web copywriting and content creation, all the way to crafting a memorable customer experience, I guide you in elevating your jewelry or fine watchmaking brand.

What's a good marketing strategy for a jewelry brand? Whether you are a fashion jewelry label, a watchmaking house, a fine jewelry brand, or a high jewelry Maison, capturing your clients' attention starts with consistent content creation rooted in your uniqueness: a clearly defined and communicated brand identity.

Brand platform, web editorials and ecommerce product descriptions to sell your timepieces or jewlery creations, web pages truly reflecting your brand identity online, blog articles to highlight your savoir-faire, newsletters or press releases are among the many mission I undertake for jewlery clients looking for a bilingual French luxury copywriter.

My expertise in the watch & jewelery industry

Sensitive to the beauty of finely crafted objects and the virtuosity of savoir-faire, I chose to specialize in luxury marketing early in my studies. Working closely with luxury maisons, I first explored the stylistic and commercial power of jewelry and accessories as CostumeJewelry Product Manager at CHANEL. Inspired by jewelry collections, the fashionable pieces crafted from enamel, silver, resin, pearls, or colored stones brought the brand’s heritage and storytelling to life.

Guided by a quest for timelessness, I left Paris for Switzerland to join the prestigious watchmaking Maison IWC Schaffhausen (part of the Richemont luxury group). From German-speaking Switzerland to boutiques across Europe, the Middle East, and the USA, I oversaw the training of sales teams and the brand customer experience. This foundational period allowed me to serve a Maison whose heart has been beating for over 150 years to the mesmerizing rhythm of its watch movements. For me, watchmaking is a sector profoundly modern, connected to the time it so accurately measures.

Today, I lend my words, sensitivity, and marketing expertise to jewelry, fine jewelry, and high jewelry brands, as well as to independent designers and gemologists. With passion and respect, I craft your brand story, setting it in words and concepts that reveal its unrivalled spark.

A gemology enthusiast, I am constantly delving into the intricate world of jewelry, diamonds, and precious stones. Conferences, readings, trade shows, and evening classes on the history and evolution of jewelry continually deepen my expertise.

As a branding and brand identity expert, I am honored to teach luxury marketing to the students of the Artisanal Jewelry & Fine Jewelry bachelor at the École Boulle in Paris.

My aesthetic sensitivity is matched by a sharp ethical awareness. Just as in the fashion sector, the world of fine jewelry and watchmaking cannot ignore environmental and social challenges. Ethical jewelry has a bright future ahead and multiple definitions.

While no approach is perfect, the brands I support as a luxury copywriter and marketing & branding freelance consultant are committed, in their own way, to greater sustainability. Transparency and traceability are crucial issues for the fine jewelry and watchmaking industry.

Artisanal craftsmanship, Made in France, recycled gold, Fairmined gold, the use of ethically sourced stones from family-owned mines, pre-loved jewels, or the choice to work with lab-grown diamonds: my clients all embark on a different path to sustainability. These ethical jewelers trust me to craft authentic and inspiring custom content for their marketing strategies. My independence gives me the freedom to keep greenwashing at bay.

my star services for jewelers

Justine has put her heart and soul into this project and has struck gold! She has a unique way of capturing attention. That's exactly how I wanted the words to sound: like a melody. Justine has breathed life into my story and my brand, and I'm deeply moved by it.

Jennifer Reyes

Creator of Cécile de Fleur

Are you the founder of an accessories brand, a leather goods label, or a perfume and cosmetics company? Explore my dedicated thematic portfolios to learn more abour the expertise I have developed throughout my career in the luxury industry.

Justine is a pleasure to work with. Passionate, flexible, a good listener and talented, she always finds the right words to take us on an inspiring journey.

Camille Jaillant Founder - Olistic the Label