About Us Page

The Background:

When I started at BaubleBar in 2019, the brand’s About Us page hadn’t been updated for a few years. When we eventually sat down in 2021 to review its content and copy, our takeaway was that it really just wasn’t an accurate representation of the brand anymore.

The Challenge:

There were a lot of ideas and opinions about the right direction to take for this project. Some thought we should tell the brand story. Others thought we should keep it as simple as possible, using it as an opportunity to shout out our loyal BB community. One thing was certain across the board, though: everyone wanted to emphasize the breadth of assortment that BaubleBar now sells, having previously offered just jewelry. This was the perfect opportunity to bump the brand up to a level amongst other full-assortment retailers.

As I approached the project, I needed to take into account the two founders’ POV, what message about the brand we wanted customers to walk away with, and how the content and copy could prompt a reader make a purchase — or interact with our products in another meaningful way.

As we brainstormed, we also identified this project as an opportunity to create a new brand tagline.

The Solution:

First I worked with BaubleBar’s co-founders and marketing leadership to ideate and land on BaubleBar’s new tagline, Embellish Every Day.

Next, on the About Us page, we found an innovative way to tell BaubleBar’s unique story, highlight the brand’s product offerings, and honor our community — all while staying true to the brand voice.

This new page presented an easy route of discovery for new customers and, in addition, a place for third-party editors and journalists to learn about the brand. This page is often quoted in BaubleBar’s press hits.