Iona ~ Iona Buxton Jewellery
Iona already had the goods.
Years of rare industry experience that most jewellers don’t even know they’re missing.
She’s not just a jeweller, she’s a gemologist.
(Yes, really. Iona knows her stuff.)
She had the calm, friendly, quietly confident energy that makes one of the biggest purchases of someone’s life feel surprisingly… easy.
And she had the dreamy clients too; the ones who trusted her to design the ring, the heirloom remodel, the piece you’d pass down someday.
What she didn’t have?
Words that did her work justice.
A website that felt as timeless and beautifully considered as the jewellery itself.
A brand voice that made someone land on her site and think, “Oh, I’ve found her. This is my jeweller.”
She’d written the original copy herself.
And honestly? It wasn’t bad ~ it was pretty brilliant.
I’m always amazed by how much my clients manage to get right, all on their own.
But like so many small business owners, Iona reached that point where good enough wasn’t cutting it anymore.
Because when someone’s about to spend £5K+ on a custom engagement ring…
Your website can’t just say “bespoke.”
It has to feel bespoke.
“This is so not my area of expertise,” she said.
“I was nervous. But Hols asked questions I’d never even have thought of, and made me feel supported the whole way through.”
So we rebuilt everything.
Voice. Structure. Story.
From the homepage to her blogs.
No jargon. No industry ego.
Just clean, clear, confident copy that sounded like her on a very, very good day.
Iona didn’t need fanfare.
She just needed words that could sit next to a sapphire-studded masterpiece and hold their own.
“Gobsmacked. The copy read so well, it actually made me want to buy from me. I’ve re-read it over and over again.”
We kept it honest.
We kept it elegant.
We gave her the clarity, the tone, the prompts; everything she needed to show up online like the expert she is (and always was).
And the best part?
“I got way more than I expected. You’ve given me so much to work on, but I feel excited, not overwhelmed. 10/10.”
Go explore her work if you haven’t already. Iona Buxton Jewellery is one of those rare finds. So, so, so special.
