A writer by trade and a storyteller by heart, writing from the edge of the Cotswolds for beautiful brands that make the world a more joyful place.

Gold line drawing of a decorative artichoke in a pedestal vase on a black background.

In a world full of stories, the way we tell them matters more than ever

Words have the potential to transform, connect, and inspire real-world impact. Language brings us together like little else, creating mirrors to our own worlds or other people’s, and allowing us to experience what we might never otherwise.

The gentle power in the considered and quiet; the joy in the playful and loud. I believe that soulful copywriting can be a meeting of both to hold the complete considered experience of a brand or place.

I love using language to move and stir people into taking aligned action towards a joy-filled life, which is the vision of many beautiful brands I have the pleasure of working with.

From unearthing brand voice and creating rich copy, to crafting product descriptions and considered marketing copy, words are the foundation a brand is built on.

Let's find the words together

Living on the edge of the Cotswolds near Bath, I am surrounded by scenes like pages from my favourite books. As an aesthete, I seek beauty and whimsy everywhere I go, feeding my creative soul with a love of heritage, visiting period-properties, and learning how to tend a garden.

My life has been shaped by words. Holding a Bachelor’s degree in English Literature & Creative Writing from Bath Spa University, I studied the refined craft of language. I continued on to study a Masters in Heritage Management, specialising in literary interpretation at The Jane Austen Centre.

My love of words then took me as a teacher to Romania and Germany, helping students grasp the intricacies and beauty of the English language. I worked for a while in independent lifestyle publishing before immersing myself in brand storytelling.

Nowadays, I’m passionate about helping brands grow a thriving and joyful business through soulful copywriting, using words as tools of genuine connection that allow us to move deeper into the curated experience of a brand. I work both in agency and freelance as well as running Poetica Lane alongside my two creative partners.

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The essence behind the craft

As a creative, so much of the world inspires my work and life, and almost all can be traced back to these guiding values:

Strived for, resounding, resonating. The way beauty permeates every aspect of our lives if we pay attention to it; the lasting feeling it stirs within us in even the smallest of moments.
I believe in allowing space for the whimsical and beautiful amongst the practical, adding joy to the ways we do business. In an oversaturated world, there is still so much need for beauty, especially in branding, and it is a chance to give value to the time audiences choose to spend with our brand, creating meaningful and memorable experiences in each interaction.
Forever inspired by the canon and continuum of heritage, tradition and literature; the ways we tell and preserve stories in the present day with appreciation of the past.
I believe the skills, value and beauty that were so readily available in the past are still present now, if we know where to look and how to honour them. I help brands weave these timeless elements into their modern narratives, creating copy that is authentic and enduring.
Across cultures and history, storytelling is human nature. We exist through stories, we understand ourselves and others through them, and they shape how we perceive and move through the world.
Having studied literature and taught language, I know the ways writing is deeply underpinned by psychology. Beyond storytelling, effective copywriting weaves behavioural science with consumer research, demand, and sales strategies to create words that truly engage their reader and lead to meaningful action.
The feeling of being seen, represented and understood in the world is a universal need. Authentic self-expression is a foundational part of human relationships and the way we connect with each other.
As a writer and a reader, I know the power of seeing yourself reflected in words. I believe in crafting soulful brand narratives that carry the same emotional depth as our favourite stories, artworks and places to create genuine connections that last between you and your audience.