Brand story and landing page copy for Jewelry App startup (with follow-on opportunities)

Status: Closed
Prize: $190
Entries Received: 16
Winner: michelledmilne

Winner

Contest Brief

We are a startup building a jewelry app to help fashion conscious professionals find quality costume/fashion jewelry, from the best brands and jewelry makers around the world, on the go.

We are about to launch our iOS app and are looking for copy to tell the story and convert landing page visitors into users. In this contest, we would like you to deliver the key pieces for the landing page, (with further work available for the winner):

1) The tagline. Today, we have “Tishi - Finding Jewelry Made Easy”, which we believe you can improve easily upon.
2) Description of the key benefits and features (i.e. browse jewelry on the go, variety of well known brands and stores, vetted by good return policies)
3) A short story around the name Tishi.

We have attached a mockup of our landing page (logo, colours and layout are just placeholders) with pieces of content that needs to be present. Below, you can find more context that might help you to write this copy. The winning copy will be chosen by some of our early users and advisors whom are within our target market. Ideally, it will allow the reader to picture themselves using the app and facilitate their aspiration to become more confident and successful. We would be happy to chat or call you to answer any open questions you might have.

Motivation for this app:
Women are becoming increasingly independent, and along with that, they possess a greater buying power than ever before to enable them to choose and purchase jewelry for themselves. Buying beautiful pieces are both a reward and thrill and the wearing of self-purchased jewelry boosts confidence and happiness.

Yet, with busy lifestyles that enable their financial buying power, also decrease the time they can spend on browsing and purchasing fashion accessories. They want quality, easily accessible products, but need a shopping experience that suits their lifestyle. We deliver this shopping experience, so all women can create and be empowered by their perfect look with ease.

Some context on the name and the app:
- The app is called Tishi, which is borrowed from the Chinese verb for “to prompt/hint/remind”.
- Our customers have a busy lifestyle which leaves them for little time to shop, but they are regularly looking for new costume jewelry (price ranges mostly between 20 and 60 US dollars) to spice up outfits, reward themselves for little achievements or as cheap thrills on exhausting or emotional days.
- Our key value proposition is that they can discover and purchase jewellery on the go, with a purpose built experience on their iPhone.
- Our customers also expect quality jewelry and easy return policies so their purchases do not end up being a waste of money or hassle. For that reason we vet the retailers, brands and jewelry makers we work with, to ensure our customers have a consistently good experience.
- Based on our research so far, the ideal brand and story will create a feeling of curiosity, excitement and aspiration, while being trustworthy and enabling our users to shop with confidence.

More about the target group:
1) The fashion-conscious professional trying to spice up the outfits she already has. This user has little time due to a busy lifestyle, is often restricted in terms of outfits because of office dress codes, but is keen to be fashion forward with the addition of unique pieces of jewelry. She will spend $20-50 on a new piece of fashion jewelry every few weeks. While she would often shop in department stores that aggregate many brands and styles, she will shop online from known brands that she previously had a good experience with.
2) The fashionista girl looking for trends, inspiration and unique pieces for her jewelry collection. This user is very active on Instagram and follows a lot of fashion bloggers and companies directly. She loves talking about fashion and often influences her friends when it comes to fashion. She is very comfortable buying online from all sorts of sites and expects easy returns.

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Winner

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Employer Feedback

“Michelle delivered really exciting copy, she is a true master of the English language.”

benfwirtz, Australia.

Public Clarification Board

Contest Holder
- 8 years ago
Thank you so much for your submissions everybody, I'm amazed by the quality and the hard work you have put in for us! There is lots to love about so many different entries, so it's going to be a tough call for us to make. I will see how your submissions go with some target customers and our advisors and will pick the winner over the next week. Again, thank you so so much, this has been an inspiring process for us already and we hope you got some joy out of it too.
- 8 years ago
1. Padmini10
  - 8 years ago
  Thanks Ben, had fun working on it. All the best for the future!
  - 8 years ago
bjfreeland
- 8 years ago
Please check #17

Thanks Ben!
- 8 years ago
Padmini10
- 8 years ago
Hi Ben, sorry, getting into this late, but just have a few questions. What kind of tone or voice would you like for your brand? Fun, easy, young, or a little more formal, elegant? Also, are there any brands you would like to emulate? Do let me know, thanks in advance.
- 8 years ago
1. Contest Holder
  - 8 years ago
  Hi Padmini, that's a great question! The primary target group is around 25-35 and fairly ambitious - while we initially focus on costume jewelry, elegancy is still important, but the key value proposition is around practicality, and our users seem to prefer a no-nonsense approach. I hope this helps - do feel free to give it your own twist :)
  - 8 years ago
2. Padmini10
  - 8 years ago
  Thanks Ben:)
  - 8 years ago
Padmini10
- 8 years ago
Also, echoing The Guyver2040, do keep the contest open until the very last, currently working on an entry. Thanks!
- 8 years ago
1. Contest Holder
  - 8 years ago
  Absolutely, I will keep it open and then put the top entries in front of our jury of customers and advisors :)
  - 8 years ago
bridgetbowen
- 8 years ago
Hi Ben,
- 8 years ago
View 1 more message
1. Contest Holder
  - 8 years ago
  Hi Bridget, we will start with some pieces from Reeds, so we will feature Swarovski, Michael Kors and others. Down the line, we will also ask our users which brands they would like to see on Tishi. I hope this helps?
  - 8 years ago
2. bridgetbowen
  - 8 years ago
  Thank you very much. I already submitted some copy with a few placeholder names, but I can re-submit with those brands instead. Let me know.
  - 8 years ago
Contest Holder
- 8 years ago
We have also just attached a brief demo video so you can see how the app is meant to work. It is in a raw state right now, but I hope it will help all participants to imagine how users will use the app.
- 8 years ago
Contest Holder
- 8 years ago
Yes, the contest will definitely be open until the deadline expires - I will pick a winner when all entries are submitted. I'm also happy to have a chat with you if you want to bounce off ideas or clarify anything.
- 8 years ago