Lillian Vernon Spring Catalog

I was thrilled when marketing representatives for Lillian Vernon sought my help as a catalog copywriter. Founded in 1951, the personalized gifts and home decor company was looking to reimagine their catalogs and e-commerce site. I was tasked with helping modernize the voice for a brand that had been established nearly 70 years ago—without alienating its loyal customer base.

Lillian Vernon was an astute businesswoman who brought “inventiveness and marketing moxie to everything she did.” Losing the power of her legacy was not an option. To that end, I helped create a new tagline: Celebrating You since 1951. This statement gave nod to a pair of important messages the company wanted to retain. First, that Lillian Vernon was still the go-to store for personalized gifts. Secondly, this was the same beloved catalog company that was established by its namesake founder—only better. Crisp, fresh photography complimented the effort.

The catalog company has endured thanks to merchandise offerings that are functional, fun and meaningful. Shop the online retailer today for unique personalized gifts. I particularly like the pet products, including the Beloved Friend Personalized Pet Memorial Stone custom-created to honor the loss of a best furry friend. Lillian Vernon also offers monogrammed Christmas stockings and ornaments that denote a grandchild or the arrival date of a newborn baby.