About

I’m Nimi - a London-based, freelance creative writer, editor and digital marketer with 9 years of experience in luxury retail and high- growth startups, spanning the hospitality, interiors, fashion, beauty, tech and lifestyle sectors.

At Liberty, I produced compelling, SEO-friendly copy for web, product and editorial across Home, Lifestyle, Beauty, Kids, Accessories and Fashion.

I was then appointed Retail Copy Editor for Soho Home, Soho Skin and Cowshed, supporting seasonal, commercial and product requirements for a global audience, while balancing commercial imperatives and engagement.

Today, I help both established brands and independent businesses craft compelling brand identities and tone of voice guidelines that resonate with their target audience. Whether the tone is chatty and down-to-earth or educational and authoritative, I collaborate closely to fine-tune strategies, bringing each brand’s voice and vision to life.