Elevated everyday essentials with an
aura of approachable prestige.
NEIWAI’s full catalog is poised at the intersection of fashion and function — lounge sets, underwear, and relaxed-yet-elegant staples designed with a balance of style and comfort that earn them their tagline, Made To Live In.
Founded in 2012, the Shanghai-based premium lifestyle brand has massive mainstream appeal in Asia and a growing cult following in the US & Europe. The events of 2020 foiled original plans to open their first US storefront in San Francisco, leading the company to opt for a primarily e-commerce-based approach to carry them through the pandemic instead.
My wife particularly enjoyed this era of my career — she still wears the NEIWAI x Savi’s Look capsule collection to this day.
I was approached in June 2020 by the US branch’s Director of Marketing, who’d previously run a designer baby clothes boutique
As the brand’s sole English-language copywriter, I played a key role in localizing NEIWAI in their first year and a half in the States.
As the brand’s sole in-house copywriter for its first two years in the US market, my work included website copy (manifesto, descriptions for hundreds of products, banners, etc), email marketing (strategy, design, copy, and performance monitoring for both automated and blast campaigns), daily social media captions (primarily Instagram; later TikTok, LinkedIn, Pinterest, and YouTube), ads that ran on both the Google & Meta networks, numerous decks and briefs for partnerships and influencer marketing, and even a few blogs.
My work in email brought in mid-six figures for a low investment of low-five figures in my second year with the company, while ads that I wrote were part of campaigns that helped the company reach seven-figure income by the end of its second year in the US market.
Later, as Content Manager, I was more directly involved in higher-level marketing strategy, promotional planning, and influencer marketing, including writing briefs for brand partnerships.