copywriting

 

Like most things in my life, I stumbled into copywriting. For me, it feels a lot like The New York Times crossword puzzle — it's a mental exercise that makes me see and think about words in a whole new way. It's pretty addicting, actually.

(Copywriting, I mean. I gave up on the crossword puzzles when I discovered podcasts.)

PERIGOLD

Premium home, reimagined.

Perigold launched in January of 2017 as Wayfair's luxury brand, offering some of the most noteworthy names in the home design industry. Perigold's customers have impeccable taste and are willing to pay more in order to get that perfect piece for their home.

The Perigold voice is elevated and unexpected.

ALLMODERN

Modern, unbelievably priced.

AllModern is — as you may have guessed — Wayfair's modern home brand. AllModern carries iconic brands like Kartell and Jonathan Adler, as well as thousands of other products for today's modern style enthusiast.

The AllModern voice is confident, conversational, clever, and clear.

BIRCH LANE

Home of classic designs and fresh finds.

Birch Lane was introduced in 2014 as Wayfair's classic furniture brand. It caters to those who favor quality, timeless products for their homes — and can't get enough of farmhouse- and coastal-inspired looks.

The Birch Lane voice takes classic and makes it comfortable. It's welcoming and approachable.

BIRCH LANE KIDS

The same classic style as Birch Lane, pint-sized and more playful.

With the success of Birch Lane, there was a key segment missing: our customer's kids. Birch Lane Kids was introduced in April of 2016 to offer classic options for her little one's bedroom and playroom.

The Birch Lane Kids voice is straightforward with some playful winks.

DWELLSTUDIO

An inspired mix for the stylish home.

DwellStudio was founded by Christiane Lemieux in 1999, and the NYC studio was acquired by Wayfair in 2013. Today, DwellStudio's bold pattern mixing and cool, modern slant can be seen in everything from furniture and decor to stationery, party supplies, and baby clothes.

The DwellStudio voice is sophisticated with a twist.