About Me

Michelle Chai | FOUNDER

Based in Hertfordshire, UK, I champion creating copy that sparkles with wit, personality and fun as well delivering all of the essentials and need-to-knows. And for more than six years, I've been helping businesses lift their brand vision and supply it with a voice, developing their personality through the power of copy and ensuring a cohesive experience for their customers and audience.

When I'm not running the Tartle powerhouse, I write, read, drink coffee like a Gilmore, make attempts at Barre and Pilates, adventure with my dog, and I'm a keen traveller. Oh, and I lived and worked abroad in Hong Kong for two years.


About You

[insert your business name here]

So, over to you!

If I've got this right, you're a small business owner or you're in charge of a team that works in editorial, production or content. You kind of know where you want your vision to grow and go, but you know it's going to take some extra work and TLC, work and TLC beyond your capabilities right now.

Writing is something you can probably do, but that you know someone else could do better at, be a little more creative and hands-on with. You're ready to revamp your current brand presence and align your values together with copy, content and strategy.

Let's make some magic.



I specialise in producing copy that's engaging, compelling and strikes a balance between editorial, commercial and technical content. Although fashion and luxury e-commerce is my specialty, I also love helping fellow creatives launch businesses, researching deep into new topics, and have covered industries including beauty, travel, events management, money and more.


Molton Brown

As the freelance Digital Copywriter, working in-house, I am currently in charge of producing all digital copy and content at Molton Brown.

I produce elevated, editorial copy for luxury fragrances, including product copy, email newsletter marketing, editorial features for the ‘Journal’ blog, homepage assets and news room posts. I work cohesively in a team of 16 colleagues, and occasionally alongside an editor and creative copywriter to adapt copy for online.


I work with 6IXTY8IGHT on a retainer basis. 6IXTY8IGHT are a leading High Street fashion retailer based in Hong Kong, with e-commerce and brick-and-mortar sites all across Asia. Their vision is fun, playful, sassy, stylish and inherently inspired by millennial and Gen Z trends.

Each month, I produce a complete set of technically and editorially balanced product copy to bring their collections to life online. The chosen syntax is kept simple and at high school level to easily capture both local and international customers, with a little styling included to guide her.

RF Social

Rebecca got in touch with me seeking a complete website rewrite, guidance on how to make website copy work harder for her, and to align her brand vision, making it clearer for her dream clients. She selected the Bloom package.

I produced a complete set of website copy and matching meta data, working closely with Rebecca so her personality and the business’ personality continued to shine through. We added a set of pages to make the site easier to navigate.

Additionally, I produced a full house style guide to further serve her growing business, a tool that future employees can refer to as well as herself, and ran a full website audit.


A leading player in UK retail, F&F is the stylish fashion brand from Tesco. Aimed at the everywoman, the brand delivers the latest styles at an affordable price point.

I created concise, commercial product descriptions across the business, including specialist divisions in lingerie, plus size clothing, mens' tailoring and footwear. On a weekly basis, I produced editorial features with a commercial conversion and wrote banner and strapline copy for womenswear and lingerie landing pages to capture key sales and drive visitors to key markets.

Boutique 1

Boutique 1 is a luxury fashion online retailer that offers a distinct, carefully curated edit of the world's most coveted designers. Launched in 2003 as the UAE’s first high-fashion multi-brand concept, the business has evolved into a leading global luxury fashion player. Boutique 1's key brands include The Row, Elie Saab, Missoni, Giambattista Valli, Oscar de la Renta, Proenza Schouler, Rochas, Peter Pilotto, and Erdem amongst many more.

As the team's freelance product editor, I worked in-house and wrote engaging, editorially lead and technically accurate product copy for designer clothing.

I also produced editorial features for Boutique 1's Fashion Week content, conducted and edited an interview with designer Jessie Western, and created copy for their twice-weekly email marketing newsletter.

Just Pose

JustPose™ is a photo booth hire and experiential photography agency, delivering innovative photo, GIF and video activations to leading companies in London and across the globe. Having recently rebranded to lend focus to experiential photography and marketing activations, I was on-boarded to produce all of the copy for the redesigned website.

I also wrote case studies for the site whenever required, created content for their social media platforms, wrote weekly blog posts and was in charge of social media community management.