2019–2023 · Lumens (YDesign Group)
Lumens
I started as a Product Content Publisher writing 8,000+ product descriptions to a strict style guide, acting as editor for a five-person team. Promoted to marketing as SEO Copywriter in December 2021, I took ownership of organic search — category architecture, brand narratives, designer biographies, daily email, and a 60-article migration during the rebrand.
Category copy
Category architecture
I owned the top-level and faceted category pages — the highest-intent pages on the site. Keyword research ran through Conductor and Semrush: one best-fit primary term per page, chosen against real SERP competition rather than volume alone.
Two things are worth seeing here. The Outdoor Lounge Chairs page shows the structure I standardized — sections answer the questions a shopper actually asks, in the order they ask them, so the page earns its ranking by being useful rather than by repeating the keyword. The bolded terms are deliberate: each one is a deep link into a subcategory, so authority flows down the tree instead of pooling at the top.
The Chandeliers page shows the FAQ layer. Each question is written to win a featured snippet, which means the answer has to lead with the number and then justify it — no throat-clearing, no restating the question. Thirty inches above the table, and then why thirty.
The hard part was never the writing. It was holding a keyword target, a page template, and a brand voice at the same time and still sounding like a person.
Why We Love Outdoor Lounge Chairs
When the weather gets warm, you'll likely want to spend plenty of time in your yard or on your patio. To make the experience as comfortable and enjoyable as possible, modern outdoor lounge chairs are just what you need. With outdoor lounge seating, you'll be able to recline as you soak up the sun during the day or gaze up at the stars at night. There are a lot of outdoor lounge chairs on the market today, and there is something to suit just about every decorative style. Here's what you need to know to choose the right ones for your outdoor space.
Outdoor Lounge Chair Ideas for Every Style
There are countless furniture designers in the outdoor lounge chair space, so you'll have your pick of styles. Vondom creates modern outdoor lounge chairs that look straight out of an upscale resort, while Cane-Line's designs are more laid-back and casual. Kartell makes use of clear materials, giving its outdoor lounge seating a unique look that stands out. Fermob's creations are simple but make a powerful statement with bold colors. Bend Goods offers outdoor furniture that is geometric and colorful. Whatever your decorative style, you can find a designer who speaks to your taste.
Snippet-targeted FAQ — Chandeliers
What is the correct height to hang a dining room chandelier?
A dining room chandelier should hang approximately 30 inches above the dining table surface. At this height, people seated around the table can see each other and won't get glare in their eyes. For ceilings 9 feet or taller, add about 3 inches to the hanging height for each additional foot of ceiling height.
What size should a bedroom chandelier be?
As a rule of thumb, the size of the bedroom chandelier should be the added width and length of the room, but in inches. For instance, if the bedroom is 12 feet by 14 feet, the chandelier should be 26 inches in diameter.
Brand copy
Brand narratives
Stories for 100+ luxury design partners — B&B Italia, Chilewich, FLOS, Louis Poulsen, Tom Dixon. Each needed brand history, core values, and notable products compressed into something a design-savvy shopper would actually read.
These pages sit between education and commerce. Too much history and nobody buys; too much selling and the brand looks cheap next to its own catalog. The structure I used — Story, Why We Love, Fun Facts, Noteworthy Products — let a browsing shopper stop after two sentences and a researching one keep going.
The B&B Italia Story
Founded in 1966 by Piero Ambrogio Busnelli, B&B Italia is an internationally renowned Italian Group leader in the high-end designer furniture sector. B&B Italia's collection of products is made in Italy and is the result of reflecting contemporary culture through a global design lens with a group of prestigious international designers. Research and technological innovation are at the heart of the company, anticipating and responding to new trends, as tastes and living needs change. With almost 60 years of design experience, B&B Italia transforms living spaces with iconic, quality and timeless Italian designs.
Why We Love B&B Italia
With quality and long-lasting value at the heart of the company, B&B Italia's dedication to innovation, research and excellence has created a range of unique products that stand the test of time and trends, made to last and be enjoyed for generations. Respect for the environment and observance of ethical principles inform each design. Over the years B&B Italia has implemented circular economy design principles, including the use of natural recycled and recyclable components, Forest Stewardship Council-certified wood, and disassembly properties.
Designer biographies
Designer biographies
100+ biographies for the world's most recognized furniture and lighting designers, published on their dedicated product pages. Every one was researched for historical and technical accuracy, then written as a narrative rather than a fact sheet.
Accuracy mattered more here than anywhere else on the site — this audience knows when a date is wrong. The Eames bio below is the shape I settled on: lead with what made them unusual, then the human story, then the product a shopper is standing in front of.
The Charles & Ray Eames Story
Considered eccentric by some, Charles and Ray Eames were nothing short of extraordinary creatives, having influenced numerous aspects of the design world from film to architecture and furniture. Known for their work with fiberglass and molded plastics, the two introduced the famous Lounge Chair and Ottoman in 1956, pieces that are still considered to be icons by many of today's designers. Charles' penchant for structure and dimension brought Ray's eye for texture, shape and detail to life. Indeed, these are two designers that broke from the pack — and will continue to lead well into the next century.
Why We Love Charles & Ray Eames
Ray was an abstract painter, Charles a meticulous architect. Their fortuitous partnership began when Ray traveled to New York to assist Charles on a project for the Museum of Modern Art, which led to their marriage in 1941. Setting up shop in Venice, California, the two made design history with their modern furniture line for Herman Miller using wartime technology and new materials. Though Charles and Ray passed away in 1978 and 1988 (respectively), their unique yet practical approach to design continues to be admired the world over.
In Their Own Words
"Design is the appropriate combination of materials in order to solve a problem." — Charles Eames
Email copy
Daily campaign copy across consumer and B2B trade channels, written with design, merchandising, and marketing so the message, the offer, and the layout agreed with each other. The work raised click-through and conversion rates.
Dining by Design is the one I'd point to. The brief was a Winter Sale email at up to 40% off — a discount stack. I restructured it as four steps, so the promotion arrives as a method instead of a markdown, and each step carries a real buying rule a reader can use whether or not they buy today. Two feet of eating space per person; seat height twelve inches below the table. The sale is still the sale. It just has an argument now.
The Eichholtz send is the opposite problem and the reason both are here: a trade audience, a brand they hadn't bought from, one screen, and no discount to hide behind. Fifty-eight words. Trade buyers don't need to be sold on opulence — they need provenance and catalog depth — so the copy leads with thirty years of making modern interpretations of timeless antiques and then gets out of the way.
Good Design is on the Menu
Find dining room essentials with these four easy steps and save up to 40% when you renew your gathering space during the Winter Sale.
Step 1: Pick a Table — Choose the material, style and size that suits your dining needs. Keep in mind that each person should have about 2 feet of eating space at a table at least 36 inches wide.
Step 2: Choose Chairs or Stools — For proper leg clearance and ergonomic comfort, select chairs or stools with a seat height roughly 12 inches below your table's surface.
Step 4: Include a Cabinet — Gatherings are made good with ample storage options. Updated finishes add pizzazz to these furniture staples, while containing all the clutter modern hosting produces.
Trade send — full body copy
Introducing: Furniture Designs by Eichholtz
For the last thirty years, Netherlands-based Eichholtz has focused on creating modern interpretations of timeless antiques that exceed the highest standards in quality, design and technique. The epitome of luxurious living, Eichholtz continues to inspire interior spaces with iconic designs that bring a sense of opulence to the home.
Shop Eichholtz Furniture
Product descriptions
Product descriptions
Roughly 8,000 descriptions over two years at a target of 16 a day, to a rigorous brand style guide — frequently in unique variations of the same product for both Lumens and sister site YLighting. I also directed the editorial workflow, proofreading the daily output of five other writers.
The format was fixed: a product description that has to sell the object, and a brand statement that has to position the maker, in a few hundred words with the specs living elsewhere on the page. Two below, deliberately different — one ornamental piece and one austere Danish one — because at this volume the discipline is matching the register to the object rather than applying one house voice to everything.
Volume is its own skill. Clean, accurate, on-voice, every day, without the quality sliding by Thursday.
Flora LED Pendant by Alora Lighting
Add a calming presence to the décor of your modern home with the Flora LED Pendant by Alora Lighting. Hanging from the ceiling with a thin and gleaming downrod, this elegant piece features a set of crisp leaves made of acrylic. The edges of the leaves come to life from integrated LEDs which emit a bright and even glow, creating a stunning display that adds ambiance and visual appeal to the surrounding room.
Brand statement: Alora is a partner to established contemporary brand Kuzco Lighting, with each of these Canadian brands taking pride in quality control and innovation. While Kuzco tends to trend more toward contemporary LED designs, Alora focuses on transitional luxury designs using high-end materials in its refined, elegant looks.
Different register, same format
JWDA Table Lamp by Audo Copenhagen
The JWDA Table Lamp by Audo Copenhagen, formerly known as Menu, exhibits a softer side to the roughness of industrial materials, smoothing pure concrete or metals into a cylindrical base that supports a rounded glass diffuser. The white glass is delicately cradled within the base and glows warmly once lit. A stylish brass rotary switch buttons the collar of the grey base, acting as a dimmer that can control the amount of ambient light from the fixture.
Brand statement: Uniting MENU and by Lassen, Audo Copenhagen is a Danish design brand with a century of modern and traditional Danish design history. With purposeful details and high-quality materials, each design is shaped by human hands for long-lasting use, connections and partnerships.
Articles
The Edit
I led the article migration during the YDesign-to-Lumens rebrand — 60+ articles rewritten for brand voice, SEO, and WordPress formatting, plus CTAs, alt text, and image captions — then stayed a primary contributor. Four favorites, live on lumens.com:
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Thabisa Mjo on Melding Technology with Traditional Crafts
An interview with the owner and designer of Mash.T, a premier South African design studio. Reported interview, not a product piece.
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The History of the Light Bulb
From Edison to LED — a research-heavy explainer for a category everyone thinks they already understand.
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Designing a Modern Game Room
From the billiard halls of Paul Newman's The Hustler to 4K sleekness. A guide with a point of view.
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Biophilic Design
The case that our interactions with nature shaped our lives for the better.
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Complete article index →
All 45 published articles, if anyone wants the full list.