The Writer at Large / Portfolio

All's fair in love and wardrobing.

Fast Times

One of my favorite little copywriting projects, ever. And I mean little. These Z-cards were 8 1/2 x 11 promo pieces that folded up into cool business-card size handouts. We distributed them at the Kawasaki National U.S. Dealer Meeting.

http://vansites.typepad.com/writing/kawasaki_motorcycles/

Another fashion conundrum solved. Just in the nick of time.

Denise L. of Fairborn, Ohio writes in to ask "What to wear for holiday parties that's festive but doesn't scream Christmas?" Coldwater Creek's Style Squad (aka moi) responds.

Enter the Holiday Sweepstakes on Facebook to win these Coldwater Creek looks (they're my favs).

Just "like" Coldwater Creek on Facebook and enter the contest - Nov. 15-21.

Visit Coldwater Creek's newest micro-website, the Style Spot.

Schweitzer Magazine 2011-12 hits the stands

I took a well-deserved break from toiling as an online fashionista to write the cover article, 1 Mountain, 3 Ways, for this winter's edition of Schweitzer Magazine. It turned out brilliantly (the design, I mean) and the final article benefited much, as always, from Billie Jean's (Keokee/Sandpoint Magazine) outstanding editing. The interviewees were great to work with as well; my friends Brett Taylor, Sara Collins, Andy Meyer, and Gary Quinn. If these images aren't clear enough, you can read the online version at schweitzermagazine.com. It starts on page 13.

Exclusive Preview: NEW Style Squad Crushes

Just in case you don't know how to wear a blazer, I'm going to explain it to you. The Style Squad's newest picks go live 10/14. So you're seeing mine before anyone! And check out the Style Spot's new design.

Today's E-Mail Campaign

This is a great example of how Coldwater Creek is building brand consistency across all channels. The email messaging was lifted directly from catalog editorial that I wrote months ago.

Sssshhhhh ... sneak preview of one of Coldwater Creek's holiday catalogs

I have to admit – I love this editorial (and the sweaters). Living in Idaho has truly shaped my creative perspective, in a great way.

Another burning fashion conundrum - SOLVED

Visit Coldwater Creek's Case Closed, a feature of our new social networking/fashion blog venture, the Style Spot, where I dispense mind-altering, life-defining fashion advice.

Falling in love with fall - new Style Squad "crushes" revealed

Yes, we (the Style Squad) have posted our latest "crushes" from Coldwater Creek's fabulous fall collection. Check them out at the Style Spot.

Some say jeans. I say Carpe Denim.

A recent Style Squad assignment: provide a candid photo in our favorite Coldwater Creek jeans that would be posted on Coldwater Creek's Facebook page. That was pretty easy for me since I wear my Natural Fit Knit Jeans almost every day.

When Raphael and I took off for a long weekend in Victoria, B.C. last month, I packed a suitcase full of Coldwater Creek clothes. And in this photo, I'm pretty much head-to-toe Coldwater Creek. Everything except my prescription pesto green and blue Ray Ban sunglasses, the peace-sign Donald Pliner toe-ring sandals (perhaps my favorite EVER), and certain unmentionables a la Victoria's Secret. Big thanks to the Coldwater Creek Facebook fans who posted only very kind comments!

By the way, we stayed at the ultra-lovely Hotel Grand Pacific, just steps from the inner harbor. They upgraded us to a suite; how nice was that? The building in the background of the picture is the historic Fairmont Empress.

Don't miss out on great deals and lots of style talk with other Coldwater Creek devotees. Become a fan on Facebook today!

Fall Sale E-Mail Campaign

I always loved September and the whole back-to-school thing so I came up with this email campaign concept which was then executed by the design teams for direct and retail promotions.

Yes. Today's burning fashion question. Answered.

The Style Squad strikes again. Today I take on Lauren's burning question at Coldwater Creek's new social media website, Style Spot – Case Closed. What's tomorrow? World peace. Or making the perfect grilled cheese sandwich.

And all this time, I just thought they were a seminal band from the '70s

Once again, A Phrase A Week informs me.

Style Squad: The Looks We Love for Fall

In case you're not signed up to get emails from Coldwater Creek (and of course you should be!), here's today's email with the Style Squad's picks from the early fall collection. Visit the Style Spot and see my picks here.

AKA "in-house fashionista"

Coldwater Creek just launched a new mini-website, the Style Spot, and I'm one of three "in-house fashionistas" featured on the Style Squad. It's a great outlet for expressing my inner boho-chic! These are my first picks from the late summer collection. I actually wore most of them on a recent 3-day weekend trip to Victoria, B.C. Stay tuned for the next update, selections from Coldwater Creek's gorgeous new fall collection.

"The Only Thing that Separates Us from the Animals Is Our Ability to Accessorize."

– Robert Harling, Steel Magnolias

And today the must-have accessory in the beautiful town of Sandpoint is definitely the leopard umbrella, unfortunately.

In my off hours (when I’m not saving the world, one skirt at a time) I’ve been working with Art Director/Designer (and long-time good friend) Laura Stahlberg of Sola Creative on an advertising/marketing campaign for Laguna Beach’s historic Royal Hawaiian Restaurant. The image above is the restaurants old tagline.

This is the first ad in the campaign. I provided copy concepts/copywriting/new taglines.

The Royal Hawaiian in Laguna Beach has undergone a radical transformation over the past 18 months, and the new menu is every bit as updated and contemporary as the restaurant’s sleek new interior.

Part of the marketing makeover includes new T-shirts. I came up with the "Live. Love. Lapu." copy (the Lapu Lapu is the Royal Hawaiian's trademark packs-a-a-punch tropical drink, complete with tiny umbrellas). The men's version is "Yes. It's OK to cheat on your beer." (To be modeled and revealed once they're printed.)

The Royal Hawaiian’s new chef, James, came from another of Laguna’s most acclaimed restaurants, French 75, so you know the food is outstanding. Don't miss the ahi poke (or the famous Lapu Lapu!)

Mahalo!

What Your Father's Day Gift Says About You

This article yesterday in GAWKER made me wonder if my own gift to my Dad was any more or less appalling.

Here's the email I sent him on Sunday:

Dear Dad,

A week ago or so, while doing work-related research for my job, i.e. shopping, this necklace caught my eye on Hautelook.com. Sadly, it was so popular (and 50% off), it was already sold out by the time I opened the email. Yes, was that cute. (see below)

So I emailed to the San Diego-based jewelry company, Leila, begging that I had to have one. Explaining, you see, that the necklace was to be a Father's Day present for my Dad, the retired Air Force Lt Col./pilot. (A present that moi would wear happily and proudly in his honor, of course.)

Shahriar, the customer service rep at Leila, was so touched, I'm pretty sure she was mopping up beaucoup teardrops on her keyboard when she replied that she'd managed to find the very last one of the sold-out necklace and yes, they'd be delighted to sell it to me, and yes, it would arrive by Father's Day. Calamity averted!

Dad, it's unlikely that either of my two sisters will be quite so loving, thoughtful, and selfless on this, your special day. (Probably because I'm the middle child.) But don't think less of them ... it's not their fault they didn't get the 'giving' gene, like I did. Just pretend to enjoy the brunch and cards and calls, knowing they're doing the best they can in their own (if less creative and thoughtful) ways.

No, no, Dad. No thanks necessary. Believe me, the pleasure was all mine. I must admit, I have a kind of almost psychic gift-giving intuition - to hone in on the perfect thing. That's just the kind of daughter I am. Sigh. And then, let's not forget, I'm a shopping goddess by profession. How lucky for you!

Happy Father's Day! I hope you enjoy your present in the spirit that it was intended. I know I will!

As always. Love,

Sheryl

P.S. This is definitely one for my forthcoming book "101 Shopping Rationales for Every Occasion."

P.P.S. I'm already starting to plan ahead - thinking about what *you* would like for your birthday! Maybe an iPad? Of course I might have to test drive it for you for a year or so.

Saving the world, one top at a time

Since I've been back at Coldwater Creek as a senior copywriter for the catalog division, I get to combine two of my best skills: writing and shopping.

Now, if only they sold cheese.