The ELLE Jewellery Collection is a brand extension of the world renowned fashion magazine. ELLE branded jewellery consists of highly polished sterling silver and beautiful gemstones and is sold by major distributors around the world.

geekspeak wrote online copy for PAJ, a licensed manufacturer and distributor of the Elle jewellery line.

Buying jewellery in a retail store delivers a tactile and emotional experience that is hard to replicate in an online purchase. geekspeak met this challenge by writing compelling copy that evoked the feeling of trying on jewellery in a store. We described each piece with rich sensory detail, suggested ways to accessorize, and encouraged women to consider their purchases in light of their existing wardrobes and the events in their lives. By echoing the in-store decision-making process in an online context we were able to overcome the obstacle created by the absence of touch and thus increase the potential for conversion.