Vashi is a luxury brand specialising in jewellery retailing, especially diamond engagement rings. I was hired to develop content design and a content marketing strategy as part of a redesign of the luxury products B2C website.

I produced over 5,000+ high quality product descriptions, each unique to the comparative quality of the individual diamond. I also write a buyers’ guide with advice and information on how to buy and look after diamond jewellery. The ecommerce firm subsequently won Best Independent Site at the 2011 Online Retail Awards.

I recommended that a celebrity endorsement would help boost the firm’s profile. The singer Rita Ora became the face of Vashi. The retailer went on to open shops on Mayfair’s Piccadilly and in Covent Garden in London.