Here’s what happened when a jewellers found a freelance copywriter through word of mouth
Who are GA Jewellers and Pawnbrokers?
Opening their first shop in 1979, GA are a family-owned business who run a string of jewellery and pawnbroking stores across the south coast.
Originally headed up by Douglas Newman Snr, and now in the safe hands of his son, Douglas Newman Jnr, the business has become a local favourite for all things dazzly.
But as the brand has expanded, Doug Jnr felt it was time to freshen things up with a new online image. Enter myself and Brighton-based design agency, Bozboz.
What was the brief?
Since opening their doors all those years ago, GA have expanded their service offering and wanted individual landing pages to tell folks what’s on offer.
Doug also wanted a tone of voice in tune with the friendly and approachable service GA had become known for. Certainly no corporate waffle and no take-it-or-leave-it undertones.
It was also important to dismantle preconceptions about the pawnbroking industry, which meant the copy had to carry a heightened sense of trust and honesty throughout.
A professional service that makes things easy
Tom did a great job, not only with the copy on our website, but also helping us grow our social media presence. Coming in with very little knowledge of the jewellery world, he does a great job researching and writing brilliantly informative and interesting blogs, giving us much needed time on running the business. Thank you, Tom.
What was the outcome?
With all my briefings, I start by asking clients their story. It’s a wonderfully vague opener that leads to so many possible avenues for the copy.
With Doug, he unearthed the story about his father and how the business started. It was so inspiring, we turned it into a funky little timeline on the ‘About’ page.
For messaging throughout the home page and service pages, we agreed on an image hierarchy with supporting copy. It meant every word had to work its little alphabet-themed socks off to get each point across quickly.
After a couple of tweaks with the first draft, Doug was happy with the copy. So much so, he kept me on a retainer to update his website with monthly blogs.
I’m confident in saying, if you ever need a pub quiz team member who knows a thing or two about jewellery, give me a shout. But before you do, go and check out GA’s website. It’s a beauty.