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vegan and cruelty free copywriter


When and Where NYC

WHEN & WHERE NYC is a luxury athleisure brand using sustainable, recyclable fabrics designed for the modern woman.

Project Goals

After launching the brand in 2020, Yuliya, the CEO of WHEN & WHERE needed to reengage a sleepy email list in time for the fall/winter sales season.


Our goal was to…

  • Reengage her email list

  • Segment and list build around various buyer personas

  • Create plug-and-play templates for several email campaigns

  • Increase open rates and click-through rates


Email Marketing


4 weeks




Encourage her current email list to self-segment by taking the WHEN & WHERE style quiz. List build and segment other subscribers based on actions (e.g., purchase history, engagement history, abandoned cart, location, etc.) Create a content calendar based on rotating among ecommerce, blog, announcement, and PR content. Send emails based on data showing when subscribers are most active on email. Alternate days and times to find the “sweet spot.” Produce a progress report at the end of the 4 weeks.

The Deliverable that Turned Heads


  • 47% increase in open rates

  • 3X increase in click rates

  • 10X increase in email subscribers

  • 4 plug-and-play email templates created

vegan copywriter 
cruelty-free copywriter 
topaz hooper vegan copywriter

"Topaz is truly a joy to work with!"

"Topaz brings equal parts enthusiasm and humility to her work as she crafts copy with care... She makes every deadline without fail, generates strong ideas, and her writing skills are bar none. Work with Topaz and you won't regret it."

- Patty Hodapp, Content Strategist, Health Coach Institute

Ready for the cruelty-free treatment?

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