Helping heritage and luxury artisan brands flourish through soulful, strategic copywriting

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Considered messaging that forges connection and supports authentic growth.

I work with founders, brand teams, and creative agencies to refine brand voices and craft copy that reflects your essence and carries it forward with quiet confidence.

Words that weave wonder and drive decision-making

The language your brand speaks shapes how the world perceives your story. As your copywriting partner, I shape narratives that honour the depth and richness of your work while creating pathways to meaningful connection with your audience.

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Together, we'll translate your unique vision into language that resonates deeply and guides your audience toward a natural yes. From brand messaging to full creative campaigns, I bring both poetic sensibility and strategic clarity to every project, ensuring your words work as beautifully as they read.

Why is it so hard to talk about our own magic?

As creative founders, you know your brand intimately — yet putting everything into words can feel overwhelming. When you're so close to your own magic, immersed in the dailiness of your business, it's challenging to step back and distil your unique value into beautiful messaging that resonates with you and your audience.

As a brand storyteller, I notice the subtleties and meaningful details that others might miss, understanding the practical needs of your business and the deeper narratives that are woven into everything you do.

Having collaborated with distinctive brands in the luxury creative industries, I craft messaging that deeply connects with modern audiences while honouring each brand's unique heritage and values.

Whether you're looking to realign with your purpose or you’re ready to confidently share your story with the world, together we'll create authentic copy that captures the ever evolving story of your brand and speaks passionately for you, helping you to realign and fall in love with your business all over again.

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Copywriting and brand storytelling services

A handpicked selection:  

  • Giving voice to visuals — a comprehensive guide to create clarity and cohesion throughout all your brand communications, maintaining authenticity in your messaging.

  • Your brand distilled into soulful, conversion-led copy that authentically reflects who you are, and invites meaningful connection with your audience.

  • Intentionally written content that gives value to your audience through inspiring stories that build trust, utilise SEO, and show you as an authority in your field.

  • Compelling messaging for online and print campaigns that captures attention and converts into action, all while staying true to your brand voice.

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Meet your freelance copywriter and brand storyteller

I’m Aimée Francis, and I live in an old cottage on the edge of the Cotswolds. I’m endlessly inspired by Georgian architecture, artisanal food & drink and books with beautiful endpapers.

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I collaborate with distinctive brands across the luxury, heritage, and creative sectors. I’m also co-founder of Poetica Lane, a boutique design and marketing studio. 

With a background in English Literature, Creative Writing, and Heritage Management, my work is shaped by a deep appreciation for language—its rhythm, nuance, and quiet power to move people.

I help joy-driven businesses unearth their authentic voice and create meaningful connections with their audience. From shaping your brand’s tone to refining key messaging, I’m here to make the process of finding the right words feel calm, collaborative, and considered.

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Kind words

  • "Meeting Aimée was a real turning point for my business. It was the best investment I could have made. The way she focuses in on her clients and their ‘why’—and translates that into a compelling, memorable story—is a true art form. My ceramic product is new to market, and I was struggling to explain how it works in an online space. I can talk about it easily in person, but retail copy felt like a different language. Aimée was the secret sauce I needed to bring my voice online and help people truly understand and remember my product. It honestly feels like a dream come true. I know I’ll be using the copy for years to come. It’s given me a clear, consistent voice I can carry across all my platforms. "

    Jennifer, founder of Halliesphere

  • “Aimée has repeatedly demonstrated outstanding writing skills, creativity, and a strong ability to craft compelling and engaging content for various audiences. Aimée has now worked on multiple projects for both me directly, and for my clients. She has created About pages, full website copy, sales pages, and packaging content, always showing creative flair, attention to detail and understanding the needs of not only our clients, but their demographic, resulting in converting copy. Aimée has repeatedly met demanding deadlines without compromising on quality. She is a skilled communicator who is open to feedback and always goes the extra mile to ensure client satisfaction. I cannot recommend Aimée highly enough to anyone in need of a talented, professional and reliable copywriter.”

    Kate Cullen, photographer & business consultant

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Looking for copy that connects?