As Etsy’s first copywriter, I wrote the original voice guide and helped build the voice itself through foundational copy experiences.

My copy for our first branded error page still lived on 10 years later:

Launch of gift cards (minimizing the generic nature of gift cards, and championing the Etsy shopper who would indeed appreciate one):

Personality and positioning to collateral, campaigns, and partnerships (through Etsy’s evolutions):

For the launch of a wholesale platform, I needed to pivot from Etsy’s core value props (one-of-a-kind, peer-to-peer), in order to promote the scalable opportunities of maker-vendor partnerships:

Company culture initiatives like our food program and commuter cycling (evolving our messaging from emphasizing handmade craft to P2P economy (as we supported sellers scaling their businesses)):