Noma Humphrey

Noma Humphrey

Creative Copywriter, Content Strategist (Fashion, Lifestyle)London, United Kingdom
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Noma Humphrey

Noma Humphrey

Creative Copywriter, Content Strategist (Fashion, Lifestyle)London, United Kingdom
About me
Specialist Luxury Fashion and Lifestyle Writer, Editor and Content Strategist with excellent conceptualisation and copywriting skills across ecommerce, social and print. Fashion design-educated with a background in multi-brand Fashion Buying including Harvey Nichols and Net-a-porter. Creative content clients include La Perla and Roland Mouret. Passionate about the luxury space with strong commercial awareness, intuitive understanding of brand DNA, trends, CRM and how product and experience marketing should translate into beautifully crafted, commercially-driven copy. ** Examples of Agency work available upon request, including Louis Vuitton content (via Quill)
  • La Perla
    La PerlaLa Perla has been synonymous with luxury items for over 60 years. The celebrated Italian heritage brand made a name for itself by creating beautiful pieces that combine artisanal techniques with cutting edge innovations. Having begun as a lingerie and swimwear atelier, it now offers full Womenswear, Menswear and Accessories collections.  I spent a year at La Perla as Global Online Customer Experience Manager, crafting the creative concepts required for product promotion and writing and editing
  • WtR
    WtRWtR is a luxury Womenswear brand with Turkish roots and an established flagship store in London's leafy shopping district of Westbourne Grove. Inspired by architecture and cosmopolitan living, WtR collections consider work and play to create chic, structured pieces in versatile shapes.  The natural world peeks through too, with feminine colours and abstract florals adding a soft accent.   I've worked with WtR since Spring/Summer '15, producing the text for everything from brand presentations for
  • Roland Mouret
    Roland MouretFamously self-taught French designer, Roland Mouret, launched his eponymous Womenswear label in 1997. Celebrated for strong, precise pieces and old world glamour influences, his distinctive styles showcase expert drapery, sculpted hourglass silhouettes, fine wools and figure-hugging crepe. Now over 10 years old, the London-based designer's signature 'Galaxy dress' continues to be a celebrity favourite. Below are some of the SEO-optimised product descriptions I have written for Roland Mouret over multiple seasons, including descriptions I was asked to rewrite for the house's most iconic pieces.  Images: Roland Mouret
  • Samira Jasat
    Samira JasatSamira Jasat creates contemporary bridal gowns with the distinguished appeal of classical silhouettes. Custom-fitted and hand-embellished, these pieces are a true celebration of couture and its modern translations.  Every detail is perfect - from their creamy palettes and lustrous satins, to their regal draping and intricate finishes.  Notable clients include Miss Universe Great Britain 2017, Anna Burdzy.  I created Samira Jasat's static site text including About and collection inspiration pages and all of the product descriptions for her best-selling Aura line. Images: Samira Jasat
  • Mavele Swimwear
    Mavele SwimwearMavele is a confident, unapologetically trend-aware swimwear brand with a spirited, bohemian feel. Fresh, fun and accessible, their pieces strike a chord with women wanting to channel the appeal of their favourite influencers without paying luxury prices. The British brand approaches swimwear like a true fast fashion item rather a seasonal necessity. Popular in the UK, US and the Middle East, Mavele swimwear continues to expand, tapping into the energy of an ever-ready audience. I was asked to help communicate the brand's sensibility to their growing number of youthful, social media-savvy customers. This included static site content like About page text and inspirational introductions of the founders. In addition I started their blog, contributing the initial posts that will set the tone and mood for an accurate portrayal of their message. This new narrative will be built upon to increase awareness, engagement and ultimately revenue. Images: Mavele
  • Charles Ford London
    Charles Ford LondonCharles Ford is a luxury luggage and accessories retailer that seeks to be the online destination for travel items of all kinds. Contemporary, international and informed, this British brand truly sells luggage as fashion, adopting a high-end department store presentation and an editorial feel that was missing in this sector. I spent three years working with Charles Ford as Content Manager and Online Editor. During this time I controlled all written and visual content across channels, moulding the company's tone of voice and aesthetic and delivering the fresh, exciting communications that helped launch the business. In addition I steered the CRM strategy, growing the audience and establishing standards for communication with different customer segments. Tweaking the content strategy in line with engagement and sales insights I was able to develop an innovative, effective cadence of contact within an industry that usually suffers due to the infrequent need to buy luggage. Images: Charles Ford and stocked brands
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Work history
    Freelance Copywriter & Content strategistFreelance
    London, United KingdomFull Time
    Creative editorial content: brand marketing copy, press releases, lookbooks, articles and business as usual messaging including email newsletters, on-site copy, social media, display campaigns, product copy, blogs, etc. Content strategy and brand consultancy: setting tone of voice, style guides, storytelling direction, brand identity development, campaigns (concept ideation and content). Clients include: La Perla, Roland Mouret, London on a Plate (Food & Lifestyle app), WtR (Womenswear & Homeware brand).
    La Perla logo
    La Perla logo
    Global Online Customer Experience ManagerLa Perla
     - London, United KingdomFull Time
    * Creating rich, emotionally resonant editorial concepts and copy for all consumer-facing online areas, newsletters and offline content such as press releases. * Responsible for driving the online customer experience strategy to maximise performance and increase digital brand engagement. * Managing translations and ensuring brand tone of voice is maintained across 23 websites and eleven languages, creating bespoke communications per market where necessary. * Working closely with Design to ensure campaign narratives work seamlessly with imagery. * Ownership of the email marketing strategy, email revenue and global database growth. * Continuously improving customer journeys through segmentation, personalisation and VIP programmes in collaboration with Customer Care, Retail and the wider Digital team. * Responsible for the editorial calendar and tailoring targeted campaigns ensuring these are commercially-driven, in line with product launches, store activities, and other trading needs. * Contributing recommendations for enhanced shopping experiences based on digital trends.
  • Brand Copywriting
  • Audience-facing Copywriting
  • Editorial Fashion
  • Fashion Content
  • Fashion E-commerce
  • Luxury Womenswear
  • Luxury Branding
  • Fashion Copywriting
  • Beauty Copywriting
  • Content Strategy
    Advance Diploma in Fashion Design and TechnologyLondon International School of Design
     - Johannesburg, South Africa
    Fashion Design, Garment Construction, Buying & Marketing