Highly experienced editor and widely published writer, shaping the narratives and brand messaging for top companies in the design and furniture business. Deep experience writing and editing websites, features, books and marketing campaigns.
Collaborative, detail-oriented, deadline-driven and polished professional who excels in taking a creative editorial approach to projects from concept to final product, delivering them on time and on budget.
Ithaca, New York
Bachelor of Arts in English
Phi Beta Kappa
As the editor of the brand, I create all seasonal marketing and editorial campaigns and oversee their execution across all channels for this high-end, fast-growing modern furniture retailer owned by MillerKnoll.
I edit all copy, including catalogs, website, email, social and video, and manage both staff and freelance writers.
OCT. 2020 – DEC. 2021
As the primary copywriter for Design Within Reach, I created stories to bring marketing objectives to life and deliver strong sales. I concepted and wrote copy for all channels, including monthly catalogs and print collateral; the website home page, landing pages and editorial stories; email campaigns and social media posts.
Digital + Catalog Writer MAY 2016 – OCT. 2020
As the sole copywriter for all US and international editions, I concepted editorial stories each season and shaped product collections into compelling features in catalogs and online. I created and edited the Ideas + Advice section of westelm.com, building out an editorial section to support the shopping process, improve conversion and SEO, and drive editorial and trigger email campaigns. I created stories to support key initiatives, from Fair Trade and sustainably sourced furniture to artisan-made collections and interior design services.
FOUNDER, BESPOKE CUSTOM GIFTS 2012 – 2016
Creative e-commerce entrepreneur experienced in developing a successful brand and running all aspects of a small business, including retail buying, marketing and social media. Successfully directed teams to produce appealing website design and product assortment, engaging content and marketing, and seamless customer experience.
Bespoke was featured more than 10 times on the Today Show, as well as in Parade Magazine, House Beautiful, HGTV Magazine, Redbook, Southern Living, Coastal Living, The Knot, Daily Candy, Cool Mom Picks, The Nest, The Washington Post, Boston Globe, and more.
FREELANCE WRITER & EDITOR 1995 – 2016
Wrote regularly for major decorating magazines, including House Beautiful, In Style, Country Home and This Old House, and was a contributing editor for Country Living and Southern Accents.
I've been the writer behind the brand voice for many blue-chip corporate clients, including Ralph Lauren Home, Martha Stewart Omnimedia, Eileen Fisher/Garnet Hill, Company C rugs, Palais Royal, Hunter Douglas, and Sferra fine linens, writing everything from entire websites to catalog copy to consumer brochures.
I produced decorating stories for major women's magazines, worked on custom publishing projects for Time Inc., Hearst, and Touchpoint Media (serving as Executive Editor of Cambria Style, a custom kitchen magazine), and did PR/media tours and TV appearances for both magazines and corporate clients.
Text author of 13 decorating and lifestyle books (with byline):
Relais & Châteaux Weddings (2021)
Entertaining Beautifully (2020) by Aerin Lauder
Decorating in Detail (2013) and The Language of Design (2010) by Alexa Hampton
Beach Cottages (2008), Romantic Country (2003), Smart Decorating (1999), and Quick Decorating (1997) by Mary Emmerling
Sailing Style (2003), White Christmas (1997), and The Natural Home (1995) by Tricia Foley
Entertaining Simple (2008) and Gifts from Nature (1997) by Matthew Mead
Senior Editor 1999 - 2000
Responsible for creating a distinct brand voice for this furnishings
e-commerce website backed by Hearst and Roger Horchow. Wrote and edited the online magazine as well as product copy and all elements from the home page to the help pages.
Home Editor 1995 - 1999
For both magazines, responsible for all aspects of producing monthly three- to eight-page decorating features—conceiving story ideas, scouting locations, producing and styling shoots, overseeing design and layout, and writing text. Covered home furnishing markets; represented magazine at advertising functions and in television appearances.
MARY EMMERLING’S COUNTRY
Executive Editor 1994
Oversaw all aspects of this bimonthly home and lifestyle magazine’s editorial content: developed story ideas; assigned and edited all articles and columns; wrote titles, blurbs and coverlines. Worked closely with art director and Mary Emmerling to plan issues and develop concepts into features.