Retail Copywriting With Style and Substance

Retail copywriting is as much about brand storytelling as it is about product descriptions. Customers want to be taken on a journey as part of the buying process and good copywriting forms part of that journey.

Retail Copywriter Services

I specialise in retail copywriting for the fashion, shopping and e-commerce industries. I’ve written for international brands, boutique stores and independent retailers. Good retail copywriting sells the lifestyle around your products as well as their features. Each product description should strengthen your brand by using appropriate, engaging language that your customers relate to.

Georg Wolfram

''Spiced Up Our Brand''

‘The way Jamie translates the brand’s feeling into short stories while covering the product details is really great. We got to know Jamie as a professional writer who keeps the deadlines, immediately catching the spirit of the brand and its target audience, meeting our expectations to the fullest. We are very satisfied with Jamie’s work and are looking forward to a continuing professional relationship.’

Georg Wolfram, Marketing Manager, International Luxury Group


''I Absolutely Love Them''

‘Thanks for the descriptions. I absolutely love them! They are laugh out loud, attention grabbing and much more. The headline in particular is amazing and really fits in perfectly with the tone of voice we’re aiming for. There’s nothing at all I’d change. Suffice to say I’m really pleased with everything so far :)’

Joanne Prangell, Founder, Elixi Beauty

Richard Sutcliffe

''Has Helped Massively''

‘Jamie has helped us with our content strategy no end. He’s able to combine creative writing with SEO driven content. Jamie has helped massively with our blog, gathering all the content and managing the blog series. I highly recommend Jamie for any copywriting needs.’

Richard Sutcliffe, Passenger Clothing

What You Need to Know About How People Buy

When people shop, whether online or in-store, they expect an experience. They want to be taken on a journey and guided towards purchasing an item that makes them feel satisfied. Every purchasing decision we make is emotional, whether we’re aware of it or not. A good retail copywriter makes use of emotive language and persuades people to buy.

How I Can Help Your Business

As an experienced retail copywriter, I have tried and tested formulas for selling products through writing. Once I understand your company, your products and your audience, I can help develop your tone of voice and establish your position in the market.


I can help with:


White Paper Copywriting for Jobs Board RetailChoice

Based on my copywriting work with CWJobs, RetailChoice asked me to write a white paper as part of their upcoming Christmas marketing campaign. I was asked to compile their survey findings into a 2,000 word whitepaper that would engage the retail industry by providing insights into consumer shopping trends over the festive period.

Branded Content for Surf Lifestyle Brand Passenger Clothing

I was asked by Passenger to create branded content for their new blog to improve their organic search traffic and establish them as an independent surf/lifestyle clothing brand leader. I suggested that the best way for them to achieve authority would be to create inspiring, people-focused content that would add real value to the surf/travel/arts community.

screenshot of the colter and roe website

Copywriting for Colter & Roe's Brand Story

Activewear brand Colter & Roe asked me to write the Our Story section of their website. They wanted to differentiate themselves in the activewear marketplace while communicating their ethos and showcasing their personality. After a workshop session with the client and some rounds of revision, I produced the final copy that’s now live on the Colter & Roe website.

screenshot of Red Paddle Co website

Website Copywriting, Product Descriptions and Press Release Writing for Red Paddle Co

Red Paddle Co asked me to review the copy for their new website. They wanted their renewed brand to communicate the quality of their products in a fun and engaging way. As part of my research, I arranged a video call with Red to learn more about their positioning in the industry and how they prefer to communicate with their customers.

100+ Product Descriptions, 10 Press Releases & Brand Storytelling for Police Watches

After some initial project discovery, I came up with the idea of writing each story in the second person tense in order to fully engage the young target audience. Having researched previous Police campaigns, I was familiar with the tone of voice that the brand uses.

Copy for Print Adverts, Placards and a Print Booklet for Jeweller Jamieson & Carry

Creative marketing agency Mearns & Gill asked me to help write the copy for some print adverts for their client Jamieson & Carry. These adverts were to appear in the Grampian Wedding Directory and Aberdeen’s Press and Journal.

80 Product Descriptions and an SEO Audit for Independent Jewellers Hamilton & Inches

Hamilton & Inches asked me to write product descriptions for 80 of their new engagement rings. The copy had to reflect their high-end positioning in the market and incorporate elements of persuasion.

48 Product Descriptions Written for Luxury Brand Bonadea

After agreeing on a structure for each description and establishing the brand’s preferred language and tone of voice, I wrote 48 descriptions, which included individual products and designer profiles. The client was very happy with the final results.

26 Product Descriptions, 3 Category Pages and 1 Brand Story for Elixi Beauty

I was asked by Elixi Beauty to write the product descriptions for their newly-launched makeup brush line ahead of being featured in Grazia Magazine. With a fast turnaround time, the client was delighted with the final descriptions and brand story and the new brush line is selling very well.

Brand Naming and 10 Product Descriptions for Blink Touch

Watch retailer Blink Touch asked me to name 10 of their new Naviforce watches. The names had to reflect the personality and lifestyle of the wearer. I also wrote 10 product descriptions that incorporated a storytelling element to showcase the watches in their most persuasive light.

A New Collection Description for Nite Watches

After presenting three options for each task, the client chose the texts that they felt best represented their brand. The client was delighted with the final results and reported that the new copy was helping to convert customers on their website.

How I Work

Before I take on any new product copywriting project, I like to get to know the client first. I’ll arrange an initial meeting (by telephone, email, Skype, or face-to-face) to learn more about your business and what you hope to achieve from working with me.

How Much Does Retail Copywriting Cost?

I believe in being as up-front as possible when it comes to pricing. My day rate is £500 and I provide a price per project, so you’ll know exactly how much the work will cost up front. Some of the factors that I consider when pricing for retail copywriting include:


  • How much content is required for the project
  • The number of words required
  • How much research is involved
  • Whether tone of voice guidelines are required
  • Whether on-page SEO should be considered
  • How many revisions are needed
  • The project deadline


To provide some context, here’s an overview of what I charge for different types of retail copywriting:


Basic website copywriting package – 5 pages, e.g. Home page, About page, Service pages x3, including briefing session, research, ongoing correspondence, 3 rounds of revisions.


Cost: £2,500.


4-page product brochure – Around 1,000 words, including briefing session, all research, ongoing correspondence, 2 rounds of revisions.


Cost: £1,500.


Press release – Around 500 words, including initial briefing, ongoing correspondence, 2 rounds of revisions.


Cost: £500


Product descriptions – From 75-100 words as part of a larger project, initial brief, all research, 2 rounds of revisions per set of descriptions.


Cost: From £35



Prices include all ongoing correspondence with the client, editing, proofreading and amendments.

Drop Me a Line...

If you’re looking for a retail copywriter that will take an invested interest in the growth of your business, then please get in touch.