At Lavari, I was first brought on as lead writer. I create website copy, direct our social media manager, and either write or delegate product descriptions.


Soon I found myself taking on more responsibilities, like data-driven seasonal sales campaigns, a new style guide for our blog and web copy, and concepting our upcoming newsletter!


I didn't know it at the time, but I was growing into the role of a content strategist. 

As content strategist, I guided the company through the initial crisis of COVID-19, achieving record high sales by the summer! In fact, January 2021 outperformed the entirety of 2020's first quarter. 

One reason for those gains is my SEO strategy, which boosted conversion by 60% in my first three months of work. Another reason is my targeted content. I populated our blog with guides for how to wear nose rings with masks, and how to disinfect jewelry effectively, without damaging the pieces with corrosive chemicals! That created new value for our readers, increasing repeat visitors.


After a year at the company, I've started branching out into other areas, expanding the brand's reach through interactive media on our home page. I made a Buzzfeed-style personality quiz that gives people product recommendations based on fun  lifestyle-oriented questions! 

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I'd had this idea since I came on, so I was excited to execute it recently!

You can find this quiz in its natural habitat, embedded in our home page.

The quiz lives in a blog post now, but until our latest collection dropped it got hundreds of clicks a day! The items featured as results, already some of our most popular pieces, got a boost too. 

The collection in question was curated by me for this summer. It required our first photoshoot since the COVID-19 pandemic began, plus it was one of the first projects I handled from start to finish in my new role as content strategist!

I handpicked the pieces, planned our SEO and social media strategy, organized the photoshoot (remotely!), art directed the front page visuals and social images, and of course wrote plenty of copy! 

—  Name, Title

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Taking ownership of a collection more fully was exhilarating! It's been exciting watching the data roll in on the sale, and my plan is to build on those insights for our other tentpole events this year.

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Finally, I got to put my past experience with AI conversational writing to good use in building out more flows for our Tidio chatbot. 

Once we had the basics handled, my growing interest in UX got me thinking about how to help customers find what they're looking for, when they don't know what they're looking for. The best part of shopping is the journey, after all! 

So I made a flow that gives customers recommendations! It was fun to explore chatbots further, so check this space for my next addition to our bot! 

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The chatbot gets the customer's attention, and lets them opt into the flow.

You can see more of my work for Lavari on our home page, our Instagram, or our blog.