Zephyr Grey Talismans

Overview

Zephyr Grey is a women’s jewellery company founded on the idea of the modern heirloom. Their second collection, Talismans, launches November 2020 and is inspired by ancient female archetypes. The company needed a press release to announce the collection and marketing copy for each of the 5 new jewellery pieces.

Role: Press release, Copywriting
Project Duration: 4 days
Link: https://zephyrgrey.com/

Objectives

  • Define the concept of ‘talisman’ in a modern, accessible, and marketable way

  • Introduce each jewellery piece with a concise, evocative description

  • Identify ways to appeal to the target demographic

  • Highlight Zephyr Grey’s value propositions (women supporting women, quality materials, and timeless designs)

  • Reference that 15% of profits from the Form’s profits (see right image) will be donated to Oxfam Canada

Introducing Talismans

Zephyr Grey needed a concise, one-page press release that excites and encourages publishers and influencers to check out and promote the new collection.

Approach

  • In order to bring a sense of cohesion to the press release, I identified an overarching theme—the ancient power of women—that echoes multiple elements: female archetypal symbolism, the aspirations and desires of the target demographic, value propositions of the Zephyr Grey brand, and women’s rights charity Oxfam Canada.

Press Release

Zephyr Grey Launches New Jewelry Collection ‘Talismans’ Inspired by Ancient Female Symbolism

Toronto, Ontario - On November 4, 2020, Canadian woman-owned jewelry company Zephyr Grey will launch their new collection ‘Talismans,’ comprised of silver and gold pendants inspired by ancient symbolism celebrating the power of women.

A talisman is a sacred object with magical properties, commonly used as an amulet or charm believed to exert a powerful influence on the wearer and their surroundings. The ‘Talismans’ collection offers 5 timeless and versatile pieces that make the perfect gift for the empowered woman who wants to harness the multitude of energies stemming from the female force of creation:

  • Form pendant - The Female Torso, a symbol of the innate beauty and strength of women

  • Snake pendant - The Living Line, a symbol of transformation and continuous renewal

  • Amphora pendant - The Vase of Plenty, a symbol of life, protection, and abundance

  • Clementine and Peach pendants - The Fruits of Paradise, symbols of nourishment and rebirth

Each piece will be available in 2 different materials: solid sterling silver and solid sterling silver with gold vermeil plating. “Zephyr Grey was founded on the idea of the modern heirloom for the modern woman who wants to move away from trendy, fast fashion,” says founder and designer Danni Arosemena. “Jewelry should last, so we only use top quality metals and versatile designs to ensure pieces don’t degrade in quality or relevance over time.”

Made in an intimate, woman-owned factory in Bali, Zephyr Grey wants this collection to have an impact on the global well-being of women. “Because our company mandate is ‘made for women by women’ and because this collection is about empowering women, we will be donating 15% of profits from the Form pendant to Oxfam Canada, who fight for women’s rights and equality around the world,” says Danni Arosemena.

The ‘Talismans' collection will be available at zephyrgrey.com on November 4th, 2020.

Objectives

  • Introduce each jewellery piece with a concise, evocative description

  • Identify ways each talisman could appeal to the target demographic

Selling Talismans

Zephyr Grey needed product descriptions for each jewellery piece in the talismans collection that highlights the mythological importance and desirability of each item.

Approach

  • I developed a formula for each of the descriptions for consistency and in order to hone in on the specialness of each piece, I conducted some light research on archetypal symbolism and mythology, linking their historical properties to the modern aspirations and desires of the target demographic.

Marketing copy

  • Collection Description

    A talisman is a sacred object with magical properties, commonly used as an amulet or charm believed to exert a powerful influence on the wearer and their surroundings. The ‘Talismans’ collection offers 5 timeless and versatile pieces that make the perfect gift for the empowered woman who wants to harness the multitude of energies stemming from the female force of creation

  • The Form

    The Female Form is a pillar of strength and a source of inspiration. It is a harmonious home of opposites: robust and tender, serene and vigorous, line and curve. Wear this talisman to celebrate the innate beauty and power of women and to make a difference. 15% of total sales will be donated to Oxfam Canada, a charity that fights for women’s rights and equality. Read more about it here.

  • The Amphora

    The Amphora is a dual-handled container used in antiquity to store essentials like food and wine. Often exquisitely decorated, The Amphora reflects the ingenuity of people to transform an everyday object into a work of art. Wear this talisman to harness the power to protect what you hold most dear and to attract abundance and inspiration.

  • The Clementine

    The Clementine is a bright orange, nourishing fruit whose brilliant colour evokes the glory and golden warmth of the sun and thus signifies wealth, luck, happiness, and good health. Perfectly balanced on a leafy twig, these two Clementines hanging side by side represent stability and equilibrium. Wear this talisman to attract good fortune and to achieve inner harmony.

  • The Peach

    The Peach is a luscious, sweet fruit whose sensual shape, rich juices, and intoxicating scent are associated with female sexuality and desire. Its open heart shape and exposed seed pit hint at an openness to love as well as growth through vulnerability and indulgence. Wear this talisman to celebrate your lovability and to harness the power of pleasure.

  • The Snake

    The Snake is a creature mythologically linked to all things mysterious and transformative: the underworld, the unconscious, and the early mastery of medicine. The Snake’s body is a dynamic line that can form any shape and sheds its skin to evolve. Wear this talisman to harness the power of healing and to tap into your infinite potential for growth and change.