GEORGINA MCMULLEN

Hey, I’m Georgina. I’m a lifestyle and fashion writer with both agency and in-house experience, specialising in SEO and creative copy that brings brands to life. I’ve worked with global names including ASOS, & Other Stories, Giòsa, 77 Diamonds and Holloway Diamonds.
I love writing long-form content that tells a story just as much as I enjoy creating sharp, engaging copy for Google and Meta ads.
Whether it’s building a brand voice or helping customers take action, I focus on creating words that connect.

Want to work with me? Let’s chat :)

georginamcmullen19@gmail.com

+61(0)402390223

Education

Nottingham Trent University
Bachelor of Honors - Fashion Communication and Promotion
Gradutated: 2021
Grade: High 2:1

Nottingham Trent University
ULP - Italian Language
Graduated: 2020
Grade: 1^st

University of the Creative Arts
Art Dipolma - Fashion Communication and Promotion
Graduated: 2018
Grade: PASS

^{Esher College

GCE Advanced Levels

Fashion and Textile Design, Sociology, Media Studies

Graduated: 2017

Grade: B, B, B}

Employment

First Page, Melbourne Australia
Senior Copywriter
October 2024 - Present

77 Diamonds, London UK
Social Media Copywriter
April - September 2024

Wobitech, Melbourne Australia
SEO Copywriter
October 2023 - March 2024

Vogue, Manchester UK
Fashion Buyer
September 2022 - January 2023

Brady Corporation, Manchester UK
Digital Merchandiser & Copywriter
March - September 2022

Richmond Canoe Club, London UK
Copywriter
January 2021 - January 2022

Giòsa, Milan Italy
Content Manager
June 2020 - April 2021

References

Bella Newton
Head of Content at First Page
bella@firstpage.com

Sam Singh
Founder of Wobitech
sam.singh@wobitech.com

Renee Mann
Head of People at 77 Diamonds
renee.m@77diamonds.com

Skills & Software

Adobe Creative Cloud
Apple Programs
Microsoft Programs
Google Analytics
Sprout Social
BrightEdge SEO
SEMRush
Ahrefs
WordPress
JIRA, Slack, Trello

SEO Copywriting
Keyword Research
On-page & off-page optimisation
Language fluency
Creativity
Communication

Certifications

Web Writing with SEO and AI (AEO and AIO) for Search and Content with the University of Sydney
Issued: December 2025

Semrush SEO Course
Issued: January 2024

Social Media Marketing with HubSpot Academy
Issued: September 2021

Fundamentals of Digital Marketing with Google
Issued: September 2021

Digital Skills: Digital Marketing with Accenture
Issued: May 2021

National Citizenship Service Award with the Government of the United Kingdom (National Youth Guarantee)
Issued: August 2015

Languages

(British) English
Mother tongue

Italian
Working proficiency

Socials

LinkedIn
https://www.linkedin.com/in/georgina-mcmullen/

Last Updated 06.10.2025

Client: 77 Diamonds
Channel: LinkedIn
Brief: Brand Storytelling

“How One Historic Moment Shaped Our Brand

In a world full of symbols, few have the power to captivate like the number 77. At first glance, it’s just a number—a combination of digits. But at 77 Diamonds, it holds a deeper meaning, rooted in history, romance, and the promise of something eternal.

Why 77? The answer lies in a moment that forever altered the course of love. In 1477, Archduke Maximilian of Austria proposed to Mary of Burgundy with a diamond ring—the first recorded gesture of its kind. This act wasn’t just a proposal; it established diamonds as precious symbols of enduring love the world over. As for us? This pivotal moment became the inspiration for our name, 77 Diamonds.

For our co-founders, Tobias Kormind and Vadim Weinig, the choice of 77 was both personal and profound. In various cultures, the number 77 symbolises intuition, spiritual enlightenment, and a connection between the physical and the divine. For us, it’s also a connection to a legacy that began centuries ago but continues to inspire and shape the way we craft and design today.

So, why does 77 matter so much to us? Because it represents everything we stand for—enduring love, timeless gestures, and a commitment to excellence that transcends history. At 77 Diamonds, we don’t just sell jewellery; we offer you a symbol of devotion that will last a lifetime.

As we continue to share our story, we invite you to reflect on your own. What number resonates with you the most, and why? Share your answers in the comments.”

Client: Vadim Weinig (Ghost writing)
Channel: LinkedIn
Brief: An opinion on fluorescent diamonds

“Can “imperfect” diamonds still be beautiful?

Often in life, it’s the imperfections that catch our attention. And depending on their nature, they can either enhance or diminish how we value something.

In the case of fluorescence in diamonds, the market has long decided to diminish a diamond’s value because of them; the main reason being that at times, fluorescence is accompanied by cloudiness and can make a diamond lose its sparkle. However, in the great majority of cases, it either has no impact at all or a very negligible impact. Instead of determining whether a diamond is cloudy or not, and being valued at face value, the market decided to blanket blame fluorescence as an attribute as a whole, essentially a victim of generalisation.

My personal opinion, however, is that fluorescence is an attribute that makes diamonds seem more surreal, a glowing piece of magic under UV light that can both mesmerise and inspire, especially when seen for the first time and often surprising many.

Fluorescence is often misunderstood, they don't alter a diamond's strength or durability. Instead, it gives each stone a unique personality, with a typically blue hue that can range from faint to intense and vary in colours, especially with fancy coloured diamonds. Some see it as a flaw, but I see it as a mark of rarity and individuality.

In a world where perfection often overshadows uniqueness, fluorescent diamonds remind us that beauty comes in many forms. Challenging norms, sparking debates, and carrying stories of their own.

Did you know that diamonds could glow in the dark?”

Client: Margot Georgia
Channel: Meta ads (IG, Facebook)
Brief: Top of funnel, brand awareness

Body copy:
“Your ears deserve better than tarnished earrings. 💫
Our 18K gold vermeil and 14K gold filled earrings are water-resistant,
hypoallergenic, and made to shine season after season.
From bold drops to everyday hoops, each pair brings high-quality glam without the fuss.
Also available in gold filled, gold vermeil, and gold plated styles. Treat your ears to Margot Georgia.”

Headline:
“No Tarnish, All Affordable”

Description:
“Find Your Forever Piece Here!”

Client: SOL + SAND
Channel: Meta ads (IG, Facebook)
Brief: Valentine’s Day Promo

Body copy:
“The perfect plus-one for Valentine’s 💖
Get a FREE ✨ bag (valued at $79.95) when you spend $150 at
SÓL+SAND.
It's the perfect gift for yourself (or your special someone). Limited-time only—offer ends Feb 14!”

Headline:
“Turn Heads Effortlessly”

Description:
“Hurry! This Deal Won’t Last!”

Client: Giòsa
Channel: Website/About Us
Brief: Introduction to Giòsa, umbrella content

“The origin of Giòsa La Bottega del Coccodrillo finds its roots in the history of the Santamaria family when Santo, the father, opened a small leather workshop in Milan in the Fifties. Giorgio Santamaria spent his childhood breathing in this artisan world and he did so by discovering and learning his father's skills and secrets. This is where Giòsa La Bottega del Coccodrillo was born, a project launched in 2004 which aims to offer its customers the opportunity to purchase a wide range of accessories made exclusively from crocodile leather.

Crocodile leather has always been the true icon of luxury. Its commercialization and use date back to the early nineteenth century and is considered today the noblest of all leathers. This superiority derives from being a pleasing, gratifying material of great prestige, which elevates the class and exclusivity of articles made with it. With crocodile leather, workmanship takes the cult of vanity, luxury and elegance to the extreme.

The hands of our craftsmen and their savoir-faire is the great gift that Giòsa La Bottega del Coccodrillo holds dear. The craft of the artisan cannot be taught, it must be instilled through years of coaching. Years of love and dedication to work, with one single goal: the confidence of knowing that each creation will be a unique piece.

In the last 10 years, the skillful artisanship of Giòsa La Bottega del Coccodrillo has won several prizes and awards from the Cologni Foundation and from Osservatorio dei Mestieri d’Arte (Observatory of Arts and Crafts), as well as being included in numerous industry publications.”

Client: Bala Baya
Channel: Website/’Brunch’
Brief: The Tastiest Breakfast & Brunch in London

“Brunch in Southwark, London

We are a moreish mix of Middle Eastern culture and cuisine, a homely hub for food, drinks and uncontrollable laughter, we are Bala Baya; your go-to weekend brunch Southwark spot. We bring the arabian-peninsula to the very heart of London. A place to embrace in a life full of enriched culture, flavoursome street food and seasonal spirits – a tang for every taste bud.

It’s time to experience the unequalled Middle Eastern brunch with your friends and family. What’s Bala Baya brunch you ask? We can’t wait to tell you! Imagine the perfect mix of breakfast and lunch in Southwark, then add some tahini, harissa and hummus, and you’ve got yourself the irreplaceable Bala Baya mid- morning treat.

The Bala Baya weekend brunches are made for our workaholics turned food fanatics. For those who plough through a 9-5 in the week, want to party with a jug full of Gazoz on a Saturday then slip-down a tasty Sunday lunch in Southwark. Yeah, that’s right! Bala Baya has the food, drink and vibes for every kind of occasion and emotion. So all you need to remember is yourself when visiting your next Bala Baya brunch in Southwark.

A brunch curated for everyone

As we move into a world of a healthier and more conscious way of eating, we want to demonstrate our full support by accommodating you! Brunches in Southwark
Our range of Brunch mezzes, mains, desserts and Bala Baya classics is exactly what puts our Eastern Mediterranean eatery on the map and why we’re known as the best vegetarian lunch in London.

People say that breakfast is the most important meal of the day, and when it’s at Bala Baya, we couldn’t agree more! That’s why our chef, Eran Tibi, assembled one of the most inclusive menus that prolongs our essential meal, into an indulgent, long & love lasting gluten free vegan brunch found in London.

Bala Baya’s Brunch bits – what to expect

One way which makes us differ from the rest is how exclusively inclusive we are! You’ve heard all about how we offer bites for every mouth, but did you know our Southwark brunches are an 11am-4pm weekend special.

Without trying to sound snobby, at Bala Baya we offer the best of the best, for our very best! We see each guest as family, so expect gestures beyond smiles: friendly hugs, jugs of drinks and asking how your week has been!
Don’t worry if you enter Bala Baya with eyes bigger than your belly, we offer a brunch feast to keep you grounded, featuring an array of mezze dishes which is followed by a spectacular selection of mains and desserts, because like we said, we’re family!

However, if you find yourself a more pick and try person, our mezze dishes are made for you. Think of Bala Baya’s mezzes as your friendly favourite petite dishes, served with housemade pitas, desired by all food lovers and Southwark brunchers with smaller appetites.

Raise a toast to the Eastern Med

Forget what you might assume about Arabic culture, because we love to drink! From sweet gazoz to spicy sumac cocktails, we have drinks to die for. And you may have heard, our bartenders and waiters aren’t shy when it comes to sharing, which is why our Southwark brunch menu features a jug of gazoz! Try any of our signature gazoz, boozy or virgin, share with your mates or help yourself, why not test how much gazoz you handle!”

Client: Zest Patisserie
Channel: SEO page
Brief: Chocolate cake offerings and how to order

“Chocolate Cakes
Craving a chocolate indulgence? Whether you’re searching for a chocolate cake near me or planning a special celebration, Zest Patisserie is your go-to dessert shop in Sydney.

Our handcrafted chocolate cakes blend premium cocoa, velvety ganache, and expert technique to create slices of pure bliss. From classic sponge layers to modern chocolate entremets, each creation is baked in our off-site wholesale kitchen and delivered fresh via refrigerated vans.

Explore our chocolate cake delivery service or visit us in store to buy a chocolate cake. Whatever you decide, you’re in for a treat.

Decadent Chocolate Delights
At Zest Patisserie, chocolate isn’t just an ingredient; it’s the star of the show. Our pastry chefs experiment with single-origin couverture, dark 70% ganaches, and silky milk-chocolate mousses to craft memorable chocolate cakes across Sydney that chocolate lovers adore. Imagine a rich flourless chocolate torte, a moist triple-layer devil’s food sponge, or a delicate chocolate mud cake dusted with cocoa. Each cake is a testament to our patisserie heritage and commitment to flavour.

A Slice for Every Occasion: From Birthdays to Anniversaries
Life’s milestones deserve spectacular centrepieces, especially when they’re chocolate birthday cakes or elegant anniversary cakes. Planning a child’s party? Our chocolate drip cakes, topped with colourful sprinkles or chocolate shards, make every guest grin from ear to ear. Hosting a romantic dinner? Opt for a sophisticated chocolate terrine or bespoke two-tiered sponge adorned with fresh berries. And if you simply want to treat yourself, why not get a chocolate cake for order, all confirmed within minutes.

Our Signature Chocolate Cake Range
Classic Chocolate Sponge: Light, airy chocolate sponge layers spread with rich, soft chantilly cream.
Chocolate Mud Cake: Dense, fudgy, and deeply chocolatey, perfect with a scoop of vanilla ice cream.
Chocolate Profiterole Cake: A playful twist on a patisserie favourite, with choux pastry profiterole garnish and layers of sponge and chocolate mousse.
Salted Caramel Chocolate: Decadent chocolate cake base layered with salted caramel and chantilly cream, garnished with chocolate mousse and chocolate motifs .
Flourless Chocolate Torte: For a gluten-intolerant crowd, this flourless delight is as rich as they come.
Each flavour can be explored in detail on our desserts pages or paired with pastries.

Indulgence for Every Diet
Everyone deserves a slice of luxury, so our chocolate cake buying options include dietary-friendly versions. Our vegan cakes feature plant-based ganache and coconut cream substitutes, while dairy-free cakes rely on almond and oat milks for silky textures. Guests with gluten sensitivities will adore our gluten-free cakes, made with premium alternative flours for a perfect crumb. We even handmake halal cakes, using only certified ingredients.
Simply specify your needs when you decide to buy chocolate cake online or in-store, and we’ll tailor your order to perfection.

Perfect Pairings & Serving Suggestions
What’s a slice of chocolate heaven without the perfect accompaniment? Serve a chocolatey goodness alongside light biscuits or cupcakes from our miniature collection. Hosting an intimate dinner? Our chocolate custom cakes are specifically made to match your theme, think chocolate mousse entremets with edible gold leaf or personalised chocolate shards spelling out a heartfelt message.

How Our Chocolate Cake Delivery or Collection Works
Browse & Select
Explore our chocolate cake shop online gallery and pick your favourite design, whether classic or contemporary.
Customise Your Order
Add personal touches: flavour combos, dietary notes, celebratory messages, or even a cake topper.
Choose Delivery or Collection
Chocolate cake delivery: Select your date between Monday–Saturday (7 am–2 pm weekdays, until midday Saturday). We’ll do our utmost to accommodate specific times.
In-store collection: Pop into any Zest Patisserie location across Sydney to pick up your creation fresh from the bakery.
Tuck In!
Unbox your cake, slice into layers of indulgence, and savour every moment; no fuss, no stress.

Why Zest Patisserie is the Best Chocolate Cake Sydney Has to Offer
What makes us stand out when you seek the very best chocolate cake in Sydney? It’s our seamless fusion of artistry and logistics. Our founders’ backgrounds in architecture and wholesale pâtisserie inform every detail, from the flawless structure of a tiered cake to the precision of our temperature-controlled deliveries.
With clear online ordering, transparent pricing, and live delivery updates, you can trust that your chocolate cake delivery arrives as promised: fresh, intact, and utterly irresistible.

Ready To Try The Tastiest Cake in Town? Order Your Chocolate Cake Today!
From spontaneous cravings to milestone celebrations, Zest Patisserie invites you to buy a chocolate cake that elevates every occasion. Whether you’re searching online for a chocolate cake shop, arranging a chocolate cake order, our collection of sweet treats delivers decadence one slice at a time.
Order now and taste why we’re renowned for the best chocolate cake Sydney-wide!

FAQs
How early should I place my chocolate cake order?
For standard designs, order at least 24 - 48 hours in advance. For elaborate customised cakes (including multi-tiered or sculpted creations), please allow 7–10 days. This ensures time for design consultations, ingredient sourcing, and scheduling your chocolate cake delivery slot.

Do you offer same-day chocolate cake delivery in Sydney?
Subject to availability and order complexity, we can often arrange same-day chocolate cake delivery if you order before 10 am. Call us directly to confirm options for that day’s menu.

How should I store my chocolate cake once delivered?
Keep your cake in a cool, dry place away from direct sunlight. For fresh ream-filled or chocolate mousse layered cakes, refrigeration at around 4 °C is recommended; allow 30 minutes at room temperature before serving for optimal flavour.

How are chocolate cakes packaged for events?
Our chocolate cakes are carefully boxed in sturdy, food-grade packaging that protects them from bumps and temperature changes during transit. For larger events, we can deliver tiered cakes on custom cake boards with support pillars. This ensures your cake arrives flawless and ready to serve.

Can I pick up my chocolate cake order in person?
Yes. If you’d prefer to collect your cake, simply select “In-store Collection” at checkout and drop by any Zest Patisserie location during opening hours. Your chocolate cake will be fresh from the oven and waiting for you, no delivery fee required, and you can confirm details with our friendly team on arrival.

What’s the best way to store leftover chocolate cake?
After serving, wrap any uneaten slices in plastic wrap or store them in an airtight container to prevent drying out. Keep it refrigerated for up to three days, then allow each slice to sit at room temperature for 20 minutes before enjoying. For longer storage, you can freeze individual portions for up to one month.”

Client: Holloway Diamonds
Channel: Blog article
Brief: The Latest Engagement Rings Trends in 2025

“It often starts with a glance. A ring that catches the light just right across a dinner table, or a hand proudly shown off at brunch.
The current trends in engagement rings this year are telling a different kind of love story.

This year’s designs are not just about sparkle (although we’re still obsessed with that), they’re bolder, more personal, and effortlessly luxurious.

In this blog, we’ll walk you through the latest trends in engagement rings set to define 2025—from Art Deco revivals to hidden halos, coloured gemstones to bold metal bands, and the rise of bespoke creations that are anything but ordinary.

Stay with us as we uncover everything from the revival of classic styles to bespoke designs that are transforming the landscape of luxury jewellery.

The Centenary of The Artistic Period

One prominent engagement ring trend making waves is the revival of Art Deco styles. This period, celebrated for its geometric elegance and bold symmetry, is reinventing the way we view modern jewellery. Designers are drawing on the clean lines, symmetric patterns, and intricate detailing associated with the Art Deco era.

Think baguette-cut diamonds arranged in fan-like patterns, step-cut emerald shapes, double halos, and stacked bands that feel sculptural yet elegant.

What’s driving this revival? A shift towards timelessness—but with attitude. With modern couples seeking rings that reflect personal taste rather than tradition, the Art Deco style offers vintage charm without feeling too delicate or overly ornate. It’s a celebration of clean lines and structured design, often set with platinum or white gold to let the stones take centre stage.

The look? Confident. Classic. Utterly unforgettable. It’s no wonder that many of the engagement rings trends incorporate these vintage elements.

Individuality-Driven Designs with Coloured Gemstones

The traditional diamond is no longer the only star on the stage. The latest trends in engagement rings are celebrating coloured gemstones that add a personal
touch and a dash of bold sophistication to each design.

Whether you prefer the blush of morganite, the royal hues of sapphire, champagne colored engagement ring or the passion of a ruby, these coloured accents are not only eye-catching—they’re a testament to individuality and style.

Take Sophie Turner, her engagement ring from Joe Jonas featured a striking pear- shaped diamond set beside a glittering pink stone—believed to be a sapphire or pink tourmaline. The unconventional pairing that helped set the tone for the wave of dual-stone and coloured-gem designs seen today.

Modern Shapes and Unexpected Angles

In 2025, shape is not just a matter of cut— it’s a statement. Trends point towards an array of unique shapes that go beyond traditional round cuts. Marquise, pear, oval, and even the classic cushion cut have found modern reinterpretations to cater to the tastes of today’s couple.

Most notably, Selena Gomez’s marquise diamond engagement ring, a perfect blend of classic allure with a contemporary twist. Celebrities like Selena have

influenced engagement rings trends by demonstrating that a well-chosen shape not only enhances the overall aesthetic of the ring but also speaks volumes about the wearer’s personality and style.

Bold Metal Bands and Wider Bandwidths

Beyond the centerpiece, the band itself is making a statement. One emerging trend is the adoption of wider band widths that emphasise strength and modern design.

Manufacturers are pushing the envelope by integrating sleek, bold metal bands made from platinum, white gold, or even the subtly romantic rose gold. These bands often incorporate unique details like hammered finishes or milled edges, which provide depth and texture to the overall piece.

This shift towards wider bands offers a chic, sculptural quality that appeals to modern couples seeking both style and durability. As fashion designer Coco Chanel once said, “I want my jewellery to be like ribbons in a woman’s hands. Supple and flexible.”.

Hidden Details for a Special Touch

Intricate hidden details are emerging as an unexpected yet enthralling aspect of luxury design. Many of the latest trends in engagement rings incorporate secret elements that reveal themselves only upon closer inspection.

From delicate diamond halos tucked beneath the centre stone to engraved galleries and tiny coloured gemstones hidden along the band’s inner edge, these subtle features bring an intimate, almost whispered kind of beauty.

Designed to be noticed only by the wearer or those lucky enough to look a little closer, they make the piece feel deeply personal and one-of-a-kind.

These subtle surprises serve as a metaphor for the deeper layers of any relationship—sophisticated, personal, and full of hidden delights waiting to be discovered.

As more couples across Australia seek rings that tell a story, these details are fast becoming a hallmark of truly bespoke engagement rings in Melbourne.

Three-Stone and Trilogy Styles

The three-stone or trilogy ring has long been a favourite, and its popularity is only growing as couples embrace the symbolism behind each stone.

Each gem represents the past, present, and future—the timeless journey of love. Contemporary interpretations of the trilogy design incorporate modern enhancements and alternative settings to make the rings even more special. Alongside this, the concept of “toi et moi” (you and me) has subtly influenced designs, placing two mirrored in recent celebrity engagements, where bespoke designs have taken center stage. For example, Zendaya’s engagement ring gifted by Tom Holland features an east-west set oval diamond, a contemporary twist on a classic cut, reflecting the couple’s modern aesthetic. Whereas, Halsey’s distinctive ring features a green center stone surrounded by natural white diamonds in a vintage-

inspired setting, reflecting her eclectic taste.

Holloway Diamonds leads the way in delivering exceptional, personalised service, ensuring that every engagement ring in Melbourne is as unique as the love it represents.

Celebrity Influence and Societal Shi!s

The influence of celebrity culture cannot be ignored in understanding these engagement rings trends. High-profile personalities such as Lady Gaga, whose recent engagement ring featuring an impressive oval-cut diamond set on a pavé platinum band has captured global attention, set the tone for what many now consider must-have elements.

Beyond celebrity choices, societal shifts have led to a broader acceptance of non- traditional designs. The younger generation seeks more than just a ring— they want a piece of art that resonates with their personal story, values, and style. This shift is reflected in every aspect of today’s jewellery, where each design speaks to passion, authenticity, and personalisation.

Fashion Trends and the Future of Engagement Rings

Fashion is ever-evolving, and the trends we see today are a perfect mirror of wider cultural dynamics. The fusion of vintage elements with futuristic design concepts is giving birth to engagement rings trends that are both nostalgic and forward-thinking.

The current trends in engagement rings blend classic heritage with the progressive tastes of the modern consumer. Elements like wider bands, distinctive cuts, and bespoke detailing are not only fashionable —they’re a reflection of a broader shift towards thoughtful, sustainable luxury.

Engagement Rings Trends Found at Holloway

The latest trends in engagement rings aren’t just about style—they’re about creating timeless symbols of love that capture every facet of who you are and what you believe in.

Keep in mind that the very best designs are those that combine impeccable quality with personal meaning. With ethical sourcing, innovative design, and a commitment to excellence, Holloway Diamonds continues to lead the way in transforming a cherished tradition into a celebration of individuality. We ensure all our rings remain true to classic

designs while reflecting your own unique style.

After all, the true beauty of an engagement ring lies not only in its sparkle but in the story brought by the wearer.”