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    Two samples of copywriting for Stauer, a mail order jewelry company.
Jewelry copy

My favorite part about writing jewelry copy is that, unlike consumer electronics or direct mail, there's much more room for fancy and the voice is more playful. 
In Raymond Chandler's 1953 detective novel The Long Goodbye, Phillip Marlowe develops a taste for gimlets over martinis. The proportions have to be just right, according to the friend who introduces him to the drink: half a measure of gin, with half a measure of sweetened lime juice. Down the bar from him is a beautiful woman in a black dress, wearing emerald earrings and drinking her own matching gimlet.

While therecipe can be tamed and changed to your tastes, she can not—she has to be treated with the same respect as a masterfully mixed drink, which is why we recommend giving her The Gimlet Set.

The matching ring and earring set feature marquise cut peridot stones set in oxidized sterling silver. The ring’s peridot, when combined with the earrings ¾ carat stones, reflects an emerald light on par with a gimlet resting on the counter of your favorite martini bar.

She'll be your personal gimlet, sweet and intoxicating, when you give her The Gimlet Set and,if you're lucky, you'll also get to try out Marlowe's knack for fixing a great pot of morning coffee for two.

"Mad King Ludwig" of Bavaria often said that he wished to "…remain an eternal enigma to myself and others," as he went through his reign building two magnificent fairy tale-based castles. He loved escape, particularly in the works of the composer Wagner, and outfitted each of his royal homes in a manner befitting fictional royalty.

Chances are he was no more than merely eccentric, playing the part of a mythological madman as he lavishly decorated his homes as idealized storybook castles.

One of his favorite stones was rose quartz, which he allegedly oversaw the mining of and used in stain glass windows. Casting a pink hue as the sunlight passed through it, the stone undoubtedly added to the otherworldliness of his reality’s make-believe nature.

Our Fairy TaleSet would undoubtedly please King Ludwig—not just for the vivid rose quartz stones, but also because of the marriage of those to our lab createdDiamondAura. The ring features a 10 carat stone of rose quartz that is framed by white DiamondAura rounds, while the earrings have 8 ½ carat cabochon with white DiamondAura. Both are set in sterling silver and given a final layer of rose gold.

While you may not live in an extravagant castle like the “Mad King” did, we promise the FairyTale set to be just as extravagant something a legendary princess would wear.