Delesia Watson

Demystifying Luxury Copywriting: Insights from Delesia Watson

Delesia Watson, the founder of Life is Deleesh, a bespoke copywriting studio dedicated to luxury and premium brands, takes center stage in this interview. With a unique blend of her passion for writing and a profound understanding of the luxury industry, Delesia sheds light on her entrepreneurial journey and shares invaluable insights into the world of copywriting.

Delecia Watson

What inspired you to start Life is Deleesh?

It was 2019, and I had spent nearly three years in a toxic work environment. I desperately needed a change, so even though I didn’t have another job lined up, I decided to cut my ties.

I had faith that no matter what, I was going to be okay. When I tell you I immediately felt free! As I began to think and pray about my next steps, it occurred to me that I could combine my love for writing with my luxury industry insights to form a business: copywriting for luxury brands. Based in New York City, we serve clients worldwide.

More than 90% are women-owned and -led small businesses. Our clients are visionaries. They often know what they want to say, but not how to say it. We help them define and refine their messaging to reflect the quality of their brands and engage their target audiences.

What makes your copywriting studio different from others?

At Life is Deleesh, it’s about more than beautiful words. Our mission is to illuminate the world through captivating content and unforgettable brand experiences. From luxury car services to viral beauty brands, our clients entrust us to craft compelling narratives that resonate with the discerning tastes of their clientele.

Can you share a success story of a client who has seen significant results from your copywriting services?

While it should never be an afterthought, copywriting is only one aspect of a successful business. Remarkable brands fuse innovative marketing strategy, stellar design, and compelling copy. I can never take full credit for any of my clients’ success, but I have been able to help one client add up to $1 million in monthly revenue.

In your experience, what common misconceptions do business owners have about the role of copywriting in their marketing efforts?

There are a few! One misconception is that professional copywriting is just about words. Many business owners (especially newer ones) underestimate the strategy behind it, so they don’t invest in it. They often don’t even budget for it because they figure they can do it themselves. Technically, they can.

They know their businesses better than anyone. But it’s often better to offload that information and pass copy projects off to a professional copywriter. It not only saves the business owner time but also energy. And it frees them up to focus on other aspects of the business that they’re more passionate about. In short, copywriting isn’t just about writing; it’s about crafting messages that resonate with your target audience and drive desired actions in a way that is unique to your brand.

But with that said, don’t think that copywriting is purely sales-oriented. That’s another misconception. Copy can also serve to educate, entertain, and build brand identity. Some of your favorite brands use copy to stay top of mind while you ride the subway, drive to work, or check into your resort. It’s not always about direct sales. Copywriting is also not a one-time task but more of an ongoing process.

Successful brands continually adapt and refine their messaging to stay relevant. Because even if you’ve been in business for 100 years, you don’t have to sound like it. And while I love my design partners, good design does not compensate for poor copy. It absolutely enhances copy, but it can’t replace weak messaging. Both are integral for a strong brand.

Delecia Watson

What are some of the best ways for luxury and premium brands to use copywriting to attract and retain customers?

It’s important to know that people buy when the conditions are right. And the conditions are logic, emotion, and urgency. It’s challenging to nail all three, but the most profitable luxury brands do. Logically, consumers want to know if there will be a return on their investment, whether it’s an unforgettable experience, a coaching program that takes them to the next level, or the resale value of their handbag.

They also want to feel important or that they’ve achieved a sense of status by being associated with a certain brand. That’s emotion. And finally, they’re often moved to make a purchase when there is a short window for them to be able to invest. This could be a limited inventory and knowing they’ll be one of few with an item.

We’ve also seen luxury brands implement waiting lists for customers to even be able to purchase a product. If you can use messaging to weave those three conditions together, you’ll do well to attract and retain customers. As a luxury copywriter, I also help my clients retain customers by using strategic storytelling to convey a first-class approach across all their brand touchpoints.

Let’s say you’re a guest at a hotel and they’ve left you a personalized welcome note with a complimentary bottle of champagne. However brief the note, it was intentional and elevated your stay. You feel seen, thought of, and cared for. Good copy goes beyond websites, social media, and ads in public places. Wherever customers interact with your brand, you want them to know it’s your brand.

Lastly, luxury brands can highlight their sustainability efforts and ethical practices. More and more luxury consumers are intentionally seeking out brands that contribute positively to both society and the environment.

With the upcoming holidays, what are some specific ways that luxury and premium brands can use copywriting to boost sales and increase revenue?

For product-based businesses, gift guides. Brands often enlist my help in positioning their products as ideal gifts for the holidays. These can live on your blog (and attract new customers with search engine optimization) and be shared with your subscribers over multiple emails. It even helps to segment them for different recipients, such as “Gifts for Her” or “Luxury for Him.”

Another idea is to bundle products most frequently bought together and give them a catchy new seasonal name. The cherry on top is holiday-themed packaging so it’s giftable (and more sustainable) sans the wrapping. If you have enough lead time (perhaps for Holiday 2024), it’s the perfect opportunity to release limited-edition products. Like a gingerbread-scented soy candle or winter home accessories.

I’ve also seen many service-based businesses use scarcity as an incentive during the holidays. A financial consultant could announce a limited number of consultations before prices increase in the new year. The same goes for a photographer with brand shoots or a designer with branding packages. If possible, sweeten the deal with add-ons that elevate the customer experience, like a complimentary spa package when a guest books three or more nights at your boutique hotel.

Lastly, never underestimate the power of gratefulness. Sending a “happy holidays” or year-end email is one of the best ways to remain top of mind. Handwritten notes are even better, depending on how many clients you serve annually. Start by thanking them for their business and sharing milestones you reached together. These should fit the nature and personality of your brand. “We sent you 1200lbs of fabric in 2023” works for a personal stylist.

For a financial consultant, “Your revenue has grown by 33% since we joined forces.” And if you’re in a major city, offer complimentary shipping until just a few days before major holidays. Then use branded copy to inform guests across all your platforms.

If your business could use luxury copy support for the holiday season and beyond, my team can help.

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