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Meet the team | Content

By Victoria Cowan, 3 December 2021

This meet the team is all about our content team: the team behind all the content and copy on the My Jewellery website. It’s a team effort between the product photographers, product content administrators and content specialists, to produce the most unique and special content for our customers. In this blog we’d like to introduce you to the content marketeers, SEO specialist & copywriters.

Colleague Tine Clasen
Role: German Content Marketeer

How long have you been working at My Jewellery?
I started in August, so it’s been 4 months!

Tell us a little bit about your role
As the German Content Marketeer my main focus is the German store view. I’m responsible for making sure the entire store view looks and reads correctly, so that our customers can shop without issues, and can easily find their favourite items and blogs. This means checking that every page has the correct SEO copy, has been translated to German correctly and all the pages are sorted right. As we don’t yet have a German copywriter, I’m currently also responsible for writing and translating blogs that might be relevant to our German demographic. 

What does a day at My Jewellery look like for you?
My day at My Jewellery always starts with checking whether any newly translated products have been returned to us through our external translation agency. I immediately check those and send them off so that everything can go online as quickly as possible. Then I’ll have my morning cup of tea and check my to-do list for the day. After that I look at the marketing schedule to check which collections and launches we have planned for that day, and see what still needs to be done for those on my end. In the meantime I’ll always clear an hour or two to review the copy on our filter pages. As the German store view is still so new, there are still a lot of things that need to be translated correctly and/or reviewed. During our lunch break I like to go for a walk around the block to clear my mind, and start the afternoon fresh. I usually spend the second part of the day writing one or two blogs. This really feels like a creative break for me. Besides all of that, I’ll spend the day going to a few meetings or working on little last-minute things. The day truly flies by! 

How do you come up with new & creative ideas?
This is a relatively new role for me, but when I look at how professional and good my colleagues are at what they do, I realise I can learn so much from them, and I hope to eventually be as professional & creative as they are. I get a lot of my creativity from the motivation and enthusiasm of my lovely colleagues! Our weekly meetings also give great food for thought & creativity. 

What makes this job challenging/sparkling for you? 
Working at My Jewellery is always so diverse, no two days are the same. There’s always stuff going on, and every space at our HQ is occupied with teams of enthusiastic & creative employees working together to do their best for My Jewellery and take it to new heights. I love seeing that and it all just feels like one big family. All in all, it makes for a really fun and creative work environment. But it also makes it challenging, because you really want to feel like you’re contributing to the growth of the company. The determination of my colleagues is what inspires me to be the best version of myself every day & to really do my best.


Colleague Lonne Brummans
Role: Content Marketeer Coordinator 

How long have you been working at My Jewellery?
It’s been almost 2 years, time flies!

Tell us a little bit about your role
I work with the Content Marketeers and Copywriters to make sure that all the pages, copy, images, campaigns, blog articles and menus look good on all of our store views. We’re also always coming up with the most innovative and cool content for our store views. At the moment we have a Dutch, German and International website, but we’re also working behind-the-scenes on getting other languages off the ground, which means there’s a lot of focus on hiring new colleagues, and making plans on how to conquer a new market. To top it all, I also coordinate the team on both a work front and personal front. Plenty of challenges!

What does a day at My Jewellery look like for you?
Describe a work day, that’s so difficult! No two days are the same at My Jewellery and that makes it such a great place to work. There’s always an unexpected challenge around the corner! At the moment, my days are mostly taken up with conducting interviews and brainstorming ways to improve the team and our content. 

How do you come up with new & creative ideas?
I don’t usually do this alone, it’s a team effort! I’ll often scour the internet looking for the latest fashion, jewellery, accessories and beauty trends, after which we’ll discuss them in a meeting or brainstorm session, and together we’ll come up with the coolest ideas! 

What makes this job challenging/sparkling for you? 
The fact My Jewellery has put their faith in me from day one, and I’m now in my fifth(!) role at the company. The company has grown and developed so much, which has opened so many doors for me, and that means I come into work with a new burst of energy every day! This feeling of possibility and energy fills my work days with so much sparkle!


Colleague Christel van Grinsven
Role: SEO Specialist

How long have you been working at My Jewellery?
I started in September 2020.

Tell us a little bit about your role
As a SEO Specialist it’s my job to make sure My Jewellery ranks highly in organic searches on Google. I do this by optimising content, implementing technical improvements and building up our online authority. I will also guide the Content Marketeers and Copywriters in creating, writing and optimising the best copy, so the content is always at it’s best for our customers as well as for Google. Besides the SEO-tasks that take up about 80% of my time, I am also responsible for the translation of our website into other languages. We started this project in January 2021, and with teamwork between my colleagues and external partners, we’ve already managed to launch a few new languages and websites! 

What does a day at My Jewellery look like for you?
My day starts with checking the results of the past week, so I’ll be looking out for any anomalies, possible new keywords and/or keywords we didn’t rank so highly on. If we suddenly started ranking lower on keywords, I’ll research what could’ve caused that and come up with a new plan. As I’m doing this, I’ll often notice new search terms that could be of interest to us, at which point I’ll do some keyword research, and come up with a plan on where to use them. Could it be a product that needs optimisation? Does it need a new dedicated category page, a filter or maybe a blog post? Based on the best option I’ll schedule it in with the copywriter so they can write the copy for it asap.

The rest of my morning is all about checking our tools to see if any 404 pages have been popping up on the website, this could be due to an old link or a sold-out item, and disabling those pages, because no one likes landing on a 404 page (least of all, Google). Then I’ll check the campaigns we’re working on. At Christmas time our main focus is on giving our customer the best website experience possible, so we’ll pay special attention to the quality of our content and making it as fun and inspiring as possible. From clothes to gift categories, there are a lot of popular pages at Christmas, and it’s up to me to keep an eye on them to determine whether we’re still doing well, still providing the correct information, and whether there are topics we aren’t highlighting yet but should. Of course, I will also look at our competition and what they're up to. During the campaign, I will also assemble all of our learnings for the following year, so we can continue to build & improve on previous years. The rest of the day I’ll post a video to Youtube with relevant copy so we’ll also be found in this massive search engine. At the end of the day I’ll spend some time optimising some pieces of copy that I think needed some improvements. All in all though, no two days are the same and I’ll be doing different tasks every day! 

When do you think you’ve truly made the most of your day?
When my colleagues and I come up with creative ideas and ways to implement them, that will help to introduce even more people to the My Jewellery brand! A perfect day is one that strikes the right balance between creativity (brainstorming) and analytics: analysing our results and taking learnings from them. It makes me really happy when I see that all of our efforts also contribute to the marketing targets and goals of the company. 

What makes this job challenging/sparkling for you? 
My Jewellery is part of a really large, and ever expanding, market, and we’re also currently working a lot on our expansion project, which will see us launch in different countries. All of this makes my job really exciting and challenging. Working in a fabulous & fun team makes the job 100% sparkling and working with products that you love is basically the cherry on top of the cake!

Colleague Victoria Cowan
Role: English Copywriter

How long have you been working at My Jewellery? 
I started in October 2021, so almost 2 months!

Tell us a little bit about your role
As an English Copywriter my main focus is on the international My Jewellery website which is still in it’s really early stages. Being part of something from the very beginning, and trying to make it into something big, is super exciting and challenging. I mostly write new English content for the international website, but will also translate a lot of existing copy from Dutch to English if it’s relevant for our European customers. I also work closely with the branding team, checking and reviewing their English social media copy and press outings, and collaborate with them on English concept texts for our collections. I love having so many opportunities to get creative with the English language! 

What does a day at My Jewellery look like for you?
I have quite a long commute in the mornings, from North Limburg to My Jewellery HQ in Den Bosch, but I do try to get to the office fairly early, so I can head home before rush-hour. Generally, I’ll start around 8 am, obviously with a massive cup of coffee, and I’ll check all of the content deadlines for the week. If I’m feeling inspired I’ll do some research for a new blog and get to work on writing new content straight away. However, if I’m not really feeling it and can’t think of anything fun or sparkling, I’ll check which Dutch blogs can be translated to English and get started on those. I tend to work with a fairly loose schedule so if I get messages from branding regarding social media or press copy, I’m usually able to get back to them straight away. Personally, I really love working with the branding team to create inspiring concept texts for our collections because they’re so different from blogs! Besides all of that, I also get sent product translations from our external translation agency a couple of times a week, which I review before they go live. My days are filled with creating and writing the best copy I can. It can become quite difficult to always produce the most creative ideas and copy, but I really can’t complain because writing in English about fashion/beauty/jewellery is quite literally a dream come true! 

What’s your best writing tip?
It’s a cliche, but write what you know or are passionate about. The best and most creative texts usually come from the heart, from personal experience, or from a passion for your subject. When that feels right, the words will come, trust me! 

What makes this job challenging/sparkling for you? 
For me the main challenge comes from always trying to write creative and inspiring content, I never want anything I write to be boring or seem over-done & tired which is why I always challenge myself to write something new or from a different angle. I also like to add some sparkle by including humorous lines and fun puns or jokes, because ultimately I want our readers to enjoy reading what I write. Translating from Dutch to English can also be quite challenging, despite the fact I was raised in both languages. It’s the challenge of making a translation sound natural, as opposed to sounding like it was literally translated, that can be tricky in Dutch and English because the two languages actually differ from each other quite a lot. But ultimately, you want your job to challenge you, that’s what makes it worthwhile! And that sparkle? My Jewellery gives it back in spades, with wonderful colleagues, a great work atmosphere and super cool offices!


Colleague Tessa van Dashorst
Role: English Content Marketeer 

How long have you been working at My Jewellery?
Since August, so that’s 4 months! 

Tell us a little bit about your role
I’m responsible for all of the content on the English My Jewellery website, from the drop-down menus to the blog posts. This includes optimising content and coming up with new content ideas that will suit the European markets that we’re hoping to target with the English website. Besides all of that, I’m also always analysing how we can use content to grow the European website! 

What does a day at My Jewellery look like for you?
No day is alike in my role at My Jewellery, which makes every day surprising. I start my work day with a nice cappuccino and get to work on the most urgent tasks, such as making adjustments to a page or menu, preparing for the weekly content meeting and performing SEO checks. I’m also responsible for the English content schedule so I’ll work closely with the English Copywriter, who writes all the blog, to update that on a daily basis. There’s a lot of teamwork involved! I also perform a lot of SEO tasks, such as keyword research, optimising SEO texts and making SEO plans. I’ll keep an eye on the campaign schedule and complete tasks for our campaigns and launches. These tasks include preparing pages and banners, optimising content etc. Finally, I check the growth and development of the English website and present the results at our weekly content meeting. 

How do you come up with new & creative ideas?
For content I’ll analyse data and keywords, from there I’ll do some keyword research and that will often result in lots of interesting ideas that can be further developed. I also get inspired by other (international) brands with a strong content strategy, and I’ll come up with new ideas by reading other blogs and articles about (content) marketing. Finally, social media channels such as Instagram are amazing for inspiration! 

What makes this job challenging/sparkling for you? 
I love how every day in this role is different, and you’re always juggling multiple tasks at once. Also, there’s a lot of freedom at the company, so if you have an idea, you’re encouraged to run with it and see how it plays out. I think this really contributes to a sparkling work environment. Besides that, the team is really great: everyone is super motivated and hard-working, but at the same time there’s plenty of room for lots of laughs and fun.


Colleague Amber Janssen
Role: Copywriter 

How long have you been working at My Jewellery?
Since May 2021.

Tell us a little bit about your role
As a Copywriter I’m responsible for all of the copy on our Dutch website. Think everything from: inspiring blogs and copy for the homepage, to info pages about our boutiques. I work closely with our SEO specialist and write and optimise the SEO copy for our filter and category pages. Alongside this, I’m in charge of the blog schedule and work with colleagues from various different departments. So, I’ll write press outings for Influencer Marketing, check and review copy for Branding and come up with creative & enticing announcements for our CRO department. Finally, I’m responsible for the tone-of-voice throughout the company. 

What does a day at My Jewellery look like for you?
I think all of my colleagues will agree with me when I say that no two days are the same. I always write myself a to-do list for the following day before I head off, and invariably that list will look completely different the next day. I start my day with a cappuccino, which I’ll drink while I read my messages, answer emails, and update our content schedule. After that I write a blog and deal with questions from colleagues to review texts or write some copy. We always have lunch together in the cantine where we’ll chat about our weekend plans which is a great little break. After lunch, I get back to writing. This could be another blog, or a press outing, SEO copy or the transcript for a YouTube video. At the end of the day, I’ll come up with a few new blog ideas, and then it’s home time. 

What’s your best writing tip?
Do your research! Try to assemble as much information about a topic as possible, then start writing your text and pepper some of the info you found into the piece. It also helps to put down your ‘pen’ and clear your mind. Go for a walk or get a cup of coffee, and you’ll see that when you get back to your desk you’ll be able to come up with new insights and creative ideas. 

What makes this job challenging/sparkling for you? 
Every day is different and that makes this job so exciting. It’s also really challenging to be able to write creatively and come up with new topics on a daily basis, and working with different departments every day poses its own set of challenges. We use so many different types of texts and it’s up to me to maintain our tone-of-voice in all of them, so there are plenty of challenges within my role! But working at a company with a lovely work atmosphere and great colleagues, where everyone is passionate about what they do, that’s what makes working at My Jewellery so sparkling! 

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