A perfect pairing: expert SEO copywriting for slow fashion supremo, Eva Cassis

When Eva Cassis speaks about slow fashion, it’s hard not to be swept away by her knowledge and enthusiasm. The founder of the eponymous clothing label crafts exquisite, high quality garments for women with comfort and classic style in mind.

When it came time to focus on growing her business online, she was fortunate to find someone who she aligned with immediately.

Copy, She Wrote Founder & Director, Sara Keli, is a copywriter, digital marketer and SEO specialist, and just who Eva needed to help launch her label in a new direction.

“We clicked straight away,” Eva recalls. “Sara has this vast knowledge about digital marketing and I was amazed at her level of excitement when she talked about SEO and fashion copywriting. I realised then that she is the SEO and copy version of me – and it is so nice to speak to someone who is so passionate.”

 

 

 

 

 

 

 

 

 

 

 

 

 

Introducing Eva Cassis

 

The incredible detail that goes into every garment Eva produces, comes from a long background acquiring those vital skills.

Eva studied fashion design and spent several years working for high end labels including Prada and Collette Dinnigan. 

“After studying fashion, I fell into it,” Eva explains. “It wasn’t designing but that didn’t matter. Colette Dinnigan was my idol. Working there you have access to the studio, you become a buyer, you’re really involved in the process much, much more than anywhere else.”

Having never used her design qualification – and after becoming increasingly frustrated trying to find clothes to flatter her changing body shape – Eva decided to start her own label.

In 2012, ‘Eva Cassis’ was born with a simple premise – to create beautifully flattering designs that are also ethical, considered and timeless. Eva began selling at markets and then trade fairs.

One valuable part of working for Colette Dinnigan was getting to know the clients and finding out what they really wanted. Yes, I can design… but you need more. You need to understand women, how and when they will wear a garment, and how they want to feel.”

“Taking customer relationships to a VIP level has really driven my business. With my own label I can respond to clients directly – whether it’s by introducing more sizing or different shapes or fabrics.”

Connecting with Sara Keli

 

In the decade after launching her fashion label, Eva’s clothing was winning accolades, but family life became increasingly hectic with a baby and toddler.

By early 2020 however, Eva was ready to take things up a notch.

“I found Sara in an online business group. I knew clothes and clients, but I had no idea about the technology or websites or blog writing. I didn’t know what I needed to be honest. I just knew that I needed someone.”

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Connecting with Sara Keli

 

In the decade after launching her fashion label, Eva’s clothing was winning accolades, but family life became increasingly hectic with a baby and toddler.

By early 2020 however, Eva was ready to take things up a notch.

“I found Sara in an online business group. I knew clothes and clients, but I had no idea about the technology or websites or blog writing. I didn’t know what I needed to be honest. I just knew that I needed someone.”

Eva and Sara began talking about ways to improve the website and customer communication. “I still remember our first meeting. She was talking about setting up an email welcome sequence for new clients. I remember saying, ‘what do you mean I have to do three?’,” she laughs.

It was then, of course, that COVID struck.

“That first meeting was in the very early COVID days, around March 2020. I was just about to get back into events and keen to get started. When everything shut down, I was in a complete panic. What would happen if I hit winter and hadn’t done any markets? I had a simple website, but my income was reliant on the markets.”

Sara recalls the meeting and being excited about the potential for Eva in the digital space.

“Eva is uncompromising in her values,” Sara explains. “Working with values-led businesses is what we do best. When a business owner is so clear on what they stand for, we can help them to articulate that in a way that really resonates and connects with their ideal customers. As soon as I started speaking with Eva, I could see that message coming to life.”

 

 

 

 

 

 

 

 

 

 

 

 

 

Digital strategy for slow fashion success

 

While the world was shutting down, Sara prepared a proposal geared to shifting Eva’s business online, creating a responsive ecommerce website and learning how to communicate with clients in a digital sphere.

“I couldn’t hire Sara on a regular basis at the beginning but we worked together ad hoc. She gave me advice on some things that I could do on my own. Most importantly, she gave me insight into what I needed to do over the long term.”

“That was a turning point . It gave me clarity. With her advice, I knew what I needed to focus on. Without that, I would have been lost.”

Sara proposed a digital strategy for the website, including product descriptions  and blog writing with a focus on optimising SEO. Since then, she has provided a range of ecommerce and SEO copywriting solutions to grow Eva’s online presence and business sales.

“We love working with Eva,” says Sara. “She has a clear direction of where her business is heading and everything we’ve done together supports her in getting her business to that place. I asked a lot of questions in the early days – and still do today – to really understand Eva and her business so that every piece of copy we write has a strategic focus. The most effective copy comes from a strategic approach.”

Long term business support

 

Sara has been a constant for Eva’s business over the last few years. 

“I’m very grateful that she responded to my initial post,” says Eva. “Her work for me has evolved over the years as my business has, and as I’ve learned and understood more about digital marketing. Now, I have structure in my business. I have a long term schedule for capsule releases and email schedules. It’s much more systemised.”

Eva puts the success of the partnership down to a few factors.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Long term business support

 

Sara has been a constant for Eva’s business over the last few years. 

“I’m very grateful that she responded to my initial post,” says Eva. “Her work for me has evolved over the years as my business has, and as I’ve learned and understood more about digital marketing. Now, I have structure in my business. I have a long term schedule for capsule releases and email schedules. It’s much more systemised.”

Eva puts the success of the partnership down to a few factors.

“From the beginning, Sara took the time to research my business and my vision,” she begins. “I could instantly see it in the copywriting she provided. It sounded just like me. The tone was spot on.”

“For me, I always wanted the warmth to come through, as well as the facts. I want customers to sense that they belong here with copy that is intelligent but also friendly and approachable. That’s very important and that’s what Sara gave me, right from the start.”

Sara has supported Eva’s journey in other ways – cheering her on social media and following her business at every step.

“It started off as a business relationship, but it’s more than that. I value Sara’s contribution. She really cares. She wants to see me be successful. There are plenty of people out there who want to make a quick buck but don’t stay around to see the end result. I really appreciate Sara’s support.”

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