Product Storytelling
& Catalog Development
Great products tell a story long before a customer experiences them. Throughout my career, I've developed catalog copy, product descriptions, fragrance narratives, and promotional messaging designed to spark curiosity, communicate value, and create emotional connections.
The examples below highlight a selection of product storytelling and catalog development work spanning home fragrance, home furnishings, décor, and personal care—many seen and shopped by millions of customers in multiple countries.
Selected Examples
Scentsy Spring/Summer Fragrance Collection
Challenge
Introduce a large seasonal fragrance collection in a way that helped customers easily navigate scent families while creating excitement around new and returning fragrances.
Role: Catalog Development • Product Storytelling • Fragrance Positioning • Merchandising Copy
Selected Copy
Prepare to swoon
The science of scent is complex, but the gist is simple: Brain meets beautiful fragrance and falls hard.
Through relived memories, new sensations or just the bliss in every fragrance note. It’s a powerful experience, and we deliver it in scents for every passion.
Midnight in Curaçao (fragrance description)
Brazen notes of currant, orange and Mirabelle plum sneak out after hours.
Scentsy Harvest Brochure
Challenge
Drive seasonal engagement and product discovery through a catalog experience that highlighted fall fragrances, home décor, and licensed collections while maintaining a cohesive seasonal narrative.
Role: Catalog Development • Product Storytelling • Fragrance Positioning • Merchandising Copy
Selected Copy
Autumn awaits
Our wax warmers come in a variety of fall-friendly styles and are designed to melt Scensty Bars safely—minus the flame, soot or smoke.
Fragrance fix
Whether at home or embracing adventure, we have fragrances to satisfy your autumn obsession.
Wild for Fall (fragrance description)
Take in towering Douglas fir, while satsuma mandarin and golden sunflower add a twist to your autumn adventure.
Scandinavian Designs Spring/Summer Catalog
Challenge
Showcase a diverse assortment of home furnishings and décor while helping customers envision complete spaces and connect emotionally with the brand's modern Scandinavian aesthetic.
Role: Catalog Development • Product Storytelling • Brand Voice/Positioning • Merchandising Copy
Brand Storytelling
Selected Copy
Our story began in a small California showroom, where founder Erling Eide helped introduce the clean lines, natural materials, and versatility of Scandinavian design to homes across the West Coast.
The minimalistic, European-inspired aesthetic helped shape the now-iconic California Modern style.
Merchandising & Product Storytelling
Selected Copy
Sitting pretty
Take your space up a notch with stylish seating at just the right height.
Selected Copy
A little spicy
Add flavor to a minimalist mood with plush seating in a popping shade of paprika.