Wild Things Gifts

Differentiating overlapping product collections

Skills employed: Content strategy · Copywriting · Category differentiation

Key wins

First reference point, from scratch

Created the brand's first real content for collection differentiation – no back-catalogue to build on.

Multi-channel rollout

Rewrote email, website and blog content collection-by-collection on a modest budget.

Fewer wrong-item orders

Stronger product knowledge and more repeat orders since the new content went live.

Background

Wild Things Gifts manufactures premium gift products, including crystal suncatchers, bookmarks and pin badges, sold to trade and consumer customers across the UK and international markets. Several of its core collections shared close visual and material similarities, and over time this had made the range genuinely difficult for customers to navigate: buyers often couldn't easily tell what set one collection apart from another, how they should be displayed or which was the right fit for their retail needs.

This wasn't a new problem, but it had also never really been addressed. Product collections had been soft-launched over many years with no dedicated content ever created to explain what set them apart – there was no back-catalogue of copy, guidelines or positioning to review, correct or build on. Working with a modest marketing budget, I was starting completely from scratch: creating the brand's first real reference point for collection differentiation, rather than fixing an existing one.

Pure Radiance

The Pure Radiance collection brings together the iconic suncatcher motifs that have become synonymous with Wild Things over the years. The collection is anchored by the enduring Tree of Life and Heart of Hearts designs, alongside a carefully curated selection of timeless favourites including the Angel and Butterfly motifs. Finished with premium crystal components for exceptional rainbow-making sparkle, each piece is supplied in an organza bag and sold in packs of two. Designed for display on our booths and plinths, the collection combines proven bestsellers with enduring retail impact and appeal.

Crystal Radiance

The Crystal Radiance collection celebrates the designs that have become synonymous with the Wild Things name, transforming much-loved motifs into sparkling crystal keepsakes with enduring appeal. Featuring favourites including the Tree of Life, Heart of Hearts, Bee, Butterfly, Hummingbird, Peacock, Elephant, Cats and Moon Fairy, each piece is handcrafted using premium crystal hearts and complementary crystal bicones to create exceptional rainbow-making sparkle. Latest designs Cats Under the Tree and Puppies in Love are sure fire Wild Things winners. Beautifully gift boxed and sold in packs of two, the collection is perfectly suited to countertop displays, offering retailers an eye-catching range with year-round sales potential.

Crystal Fantasies

The original Crystal Fantasy collection (8061) is a classic, ever-evolving range featuring over 80 original Wild Things designs and handmade by skilled local makers. At 235 x 36 x 24 mm they are our signature suncatchers, incorporating a 38mm crystal almond Rainbow Maker, mirror-bright metal motifs, four 14mm octagon cascade crystals and several crystal bicones from Austria, the Czech Republic and beyond. Supplied with organza bags to make gift-giving easy, they are sold in packs of three by design.

Crystal Dreams

The bestselling Crystal Dreams (8120) collection features more than 75 suncatcher designs, created for display on booths and trees. A longstanding Wild Things favourite, the range combines richly colourful stained glass-effect motifs with themes including nature, pets, birds, flowers, hearts and angels, alongside eight festive designs. Embellished with beautiful bead runs in complementary colours, they are finished with a stunning crystal 20mm rainbow-making ball. New additions for 2026 include the bestselling Highland Cows, Pretty Horse, Wellies and Watering Can, bringing even more choice to this ever-evolving collection. Supplied with pretty organza bags and sold in packs of three by design, Crystal Dreams continues to sparkle with timeless appeal.

Tactics

I developed content across email, website and blog channels specifically built around distinction: highlighting the individual quality markers, materials and design details that set each collection apart, rather than treating the range as a single undifferentiated catalogue. Email campaigns and blog posts were used to build product knowledge ahead of purchase, while website copy was rewritten collection-by-collection to give each range its own clear identity at the point of decision.

June – Crystal Radiance Angel – Aurora Borealis

"We shall find peace. We shall hear Angels. We shall see the sky sparkling with diamonds." – Chekhov

Our featured product for June is the enduring favourite Crystal Radiance Angel in the Aurora Borealis colourway – 8260-ANG-AB – a striking crystal suncatcher, inspired by its well-loved Pure Radiance sibling 8096-ANG-AB. Featuring five premium Austrian Aurora Borealis crystal hearts, this glimmering celestial design captures and reflects light in a kaleidoscope of rainbow hues. Complementary coloured crystal bicones add additional brilliance and movement, creating a display piece that sparkles beautifully throughout the day.

Few motifs have become as closely associated with Wild Things as the Angel. For decades, these graceful, ethereal designs have provided comfort, inspiration and a touch of everyday magic to our customers, earning a solid bestseller position among our most enduring collections. Alongside the iconic Heart of Hearts and Tree of Life, the Angel has proudly sat at the heart of the Pure Radiance suncatcher range, bringing timeless symbolism and sparkling beauty together in one elegant design.

More …

Building on the success of the Pure Radiance collection, the twelve Crystal Radiance Angel birthstone designs are a slightly more petite version of the Pure Radiants and are presented in a beautiful Wild Things box that is crying out to be gifted. Whilst the Pure Radiance features eight Austrian crystal hearts or almonds and a run of three complementary coloured beads, the Crystal Radiance Angels differ slightly with four birthstone coloured crystal hearts and a central Aurora Borealis heart. A run of two bicone beads in complementary birthstone colours complete each design. The Crystal Radiance was created to attract attention, inspire gifting and create standout displays in-store.

One of our most popular colourways, the Aurora Borealis angel suncatcher is both a decorative item and a meaningful gift that will resonate with customers. The Aurora Borealis coating gives each crystal heart a unique iridescent quality, producing flashes of pink, blue, green and gold as the light changes, transforming natural light into a dazzling spectrum of colour.

Crystal Radiance Angels are supplied in packs of two, and fit perfectly within a dedicated countertop display unit, making it easy to merchandise while maximising visual impact. Compact, giftable and full of sparkle, it is ideally suited to gift shops, garden centres, visitor attractions and independent retailers. With broad customer appeal, angels are not just for Christmas ... they represent guidance, wisdom and a connection with loved ones.

Discover the Crystal Radiance Angel collection.

A 'Product of the Month' home page featured article distinguishing the Crystal Radiance Angel from its Pure Radiance sibling design

Crystal Fantasies homepage banner — Homepage banner introducing new designs to an existing collection, Crystal Fantasies, with clear naming and positioning from launch

Results

The new content was launched in July 2026, and along with the supporting campaigns across multiple channels, the business is set to see stronger product knowledge amongst customers, higher repeat orders and fewer instances of customer returns. There was no formal before-and-after dataset to benchmark against, since no comparable content existed prior to this work. This was a considered, strategic investment in differentiation content, using practical KPIs as measurement.

Take a read of my Wild Things Gifts copywriting pieces.