Copywriter for Mati Ventrillon
Fair Isle Knitwear

I was delighted when Shetland-based knitwear specialist Mati Ventrillon asked me for help with the website copy for her new website. Mati is a fascinating craftsperson and entrepreneur who has singlehandedly taken on the challenge of revitalising genuine Fair Isle knitwear.

Understanding what drives Mati's brand

With the tight launch deadline for her new brand approaching, I worked closely with Mati to understand what drives her bespoke knitwear brand. At the heart of our collaboration was an understanding of Fair Isle knitwear's long and rich heritage. As well as in-depth fact-finding interviews with Mati, my research involved in-depth reading about Fair Isle's unique knitwear.

Armed with this background information, I set out to tell Mati's story and articulate the values at the heart of her brand. In particular, it was important that I emphasised how Mati Ventrillon Knitwear is inspired by Fair Isle's long evolution – and Mati's determination to 'perpetuate a heritage and craft tradition borne of hardship and extreme beauty'. 

Painstakingly crafting Mati's story

Through carefully chosen words, I painstakingly crafted Mati's story and the history of Fair Isle, which is knitted into every bespoke kep and fisherman's jumper.

I've already asserted my status as a Shetland copywriter, based on blog writing I've done for Uradale Organics. Now, I've consolidated that claim with a project that took me into the depths of Shetland history and culture – while helping to promote a brand that, I believe, could soon shine brightly on the world knitwear scene.

Who's writing the words that define your brand?

Whether you are based on Shetland or near me in Gloucestershire, if you need help with the words that will define and differentiate your brand, we should talk.

Advice and your initial copywriting consultation are free. Please call 01242 520 573 or email me


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