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vegan marketer


PALAPA Sandals

PALAPA Sandals is a slow fashion, fair-trade sandal brand modernizing the classic Mexican huaraches into a mindfully-made, sustainable shoe.

Project Goals

Born from a deep desire to switch things up in the fast fashion industry, Lorena, the CEO of PALAPA Sandals, kickstarted her slow fashion sandal brand and needed launch copy for her social media, advertisements, and emails.

  • Reengage her email list and grow it beyond friends and family

  • Catch the attention of sustainable fashion lovers on social media

  • Build a cohesive and beautiful social media message with pre-launch content

  • Build momentum online for the launch


Social media management, paid ads, and email marketing


3 months


Instagram, Facebook, and Shopify

vegan content writer 


Our first step was to create a content strategy that would turn heads and gain attention online. We reviewed an existing voice and tone guide and transformed it into a 3-month pre-launch content calendar. We wrote fresh social copy, created graphics, and scheduled content 1-2 weeks in advance. The next step was to create social ads using similar content to reach top-of-funnel buyers, increase site visits, and raise brand awareness. Finally, we created several newsletters to engage friends and family who supported the brand early on while informing potential buyers and new subscribers when the launch would begin.

The Deliverable that Turned Heads


  • 300-person increase in Instagram followers in the first two months

  • Successful official launch 

cruelty-free copywriter 
cruelty-free content writer
topaz hooper cruelty-free copywriter

" I can always count on Topaz."

"Topaz is not only an incredibly talented writer, but she is also a great strategic thought partner in the co-creation process. Her professionalism and attention to details are impeccable. Her delivery of a final product hits the mark every time."

- Nika White, CEO, Nika White Consulting

Ready for the cruelty-free treatment?

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