GLDN Jewelry

GLDN is a direct-to-consumer brand that’s taken the personalized jewelry world by storm. As their lead copywriter and content marketer (see: one-woman show!), I reinvented GLDN’s brand voice, produced all email, SMS, blog and SEO-optimized web content, named and marketed all of their new products, refreshed their packaging copy, rebranded their wedding shop in their first-ever catalog, branded their loyalty program from the ground up, rewrote their brand story and produced IRL content for pop-ups and in-person events over the past two years alone. The result? 35% YOY growth, a 30% jump in open rates and over 1 million in SMS profits. GLDN’s brand voice is warm, thoughtful and just a little bit playful—a voice that reflects their values, invites their customers into their world and brings their jewelry to life in a way only GLDN can.


EMAIL CONTENT

As GLDN’s one and only copywriter, I’m not only in charge of how we say something…but the strategy behind what we say and the content marketing behind where we say it. I’ve produced 100% of the copy for GLDN’s email list of 280,000 customers (and counting!) over the past few years, from weekly campaigns to A/B-tested email flows. Below are a few recent favorites, but all can be reviewed on Milled along with the subject lines for each.

aLY & AJ X GLDN

I wrote the pitch that scored us our biggest collab to date, but the question still remained: how do we sell Aly & AJ jewelry to non-Aly & AJ fans? How do we get them out of their Disney era and make them feel at home in 2025? The answer: positioning our jewelry as mementos from their journey…that feel personal enough to them, but applicable enough to speak to any customer. Something rooted in the California canyons they call home, that could speak to anyone who’s ever found love on the west coast. I developed the full story for the collaboration through interviews and obsessive Aly & AJ listening (seriously, they were #2 on my Spotify Wrapped this year for this project alone), and wrote the entire campaign—from the launch to the product names to this zine they handed out on tour.

BRAND STORY

Some of GLDN’s main selling points are their founder’s backstory, social impact, giving back program and made-to-order process, though this content wasn’t communicated as clearly as it could have been! During my first few months, I refreshed their brand story to highlight what makes GLDN different from the competition, and recently initiated a new tagline: It’s no small thing.

Their current tagline, Jewelry Made Personal, lacks the emotional weight to carry the brand and represent their full brand philosophy: meaningful jewelry, intentional design, traceable sustainability and 10% for the people and planet. Sure, their jewelry may be dainty, but it’s so much bigger than the sum of its parts. And that’s certainly no small thing.

NEW PRODUCT

We’ve launched over 210 (!) new pieces since I joined GLDN in 2022, all with a fresh spin on product naming and product copy—one that better represents each product, highlights the benefits for the consumer and naturally fits into GLDN’s brand voice and sets their pieces apart from the competition. The direction? Every piece should mean something—be it symbolic, talismanic or outright personal—and connect them to what matters most. Below are a few of my favorite collections, plus some quick product copy examples (though all new pieces can be viewed here)!

  • Poet’s Garden: wearable poetry in subtle, romantic hues

  • Enneagram: reversible talismans that celebrate every side of you

  • Stargazer: the brand’s first conflict-free diamonds

  • Aura: modern, jewel-toned birthstones with richer, deeper symbolism


SMS

In the past year alone, GLDN’s newly implemented SMS program has garnered over 1 million (!) in revenue through back-in-stock notifications, cart abandonment flows and campaign messaging that feels engaging without being shouty or pushy.