ARUSHI CARLRA PORTFOLIO
SKIL
AdobePhtsp ezi Pr
SocialMedgmt
esRla Pr
AdobeInDsig Hootsuie
Kantr
AdobeIlustra
Canva
Cision
Meltwar ConteCreation
CreatorSudi BlogPst
Photgrapy
LogDesin
Isu esntaio Pr Mailers
ebsitDgn W
BRANDS
CHACHA
RelationshpMgm
BIO Hi, my name is Arushi Carlra. I am a Marketing, PR & Communications professional who has a flair for creative writing, social media and photography. From Instagram and blog content to event itineraries and press releases, I have had the opportunity to write copy, create social media assets and put together documents that ensure that the brand’s identity remains the focal point. Most of my experience is within the sectors of fashion, lifestyle and consumer technology, however I am open to exploring other industries because the underpinnings of a “good brand” can stem from anywhere. I believe that a brand’s voice is one of the most important aspects of its identity. With the growth of technology and social media, brands must have a strong voice and presence in order to develop direct relationships with their consumers.
/arushicarlra
/carlraa
/arushicarlra
arushicarlra@hotmail.com
SOCIAL MEDIA
I was responsible for managing all aspects of the Learning Links Instagram and Facebook handles. This includes creating image assets such as “Riddle of the Week” posts, as well as scheduling content on a weekly basis and monitoring overall engagement.
LEARNING LINKS
I also produced Instagram, Twitter and Facebook posts for Vuze XR. A lot of the content stemmed from UGC imagery shared by avid users of the camera. As the brand has a strong sense of community, I created visual content for some brand announcements and give away competitions that we hosted. Posts were published three times a week and the tone of voice was fun and energetic.
VUZE
SOCIAL MEDIA
I am the Social Media Manager for CHACHA, an upcoming e-commerce fashion brand focusing on Instagram. The brand wants to be relevant to a Gen Z audience (1822) therefore, I have a lot of creative freedom to be fun and build CHACHA’s social presence around pop culture, memes and create fun, engaging content. I have also run social media competitions and create IG stories to help build a community of potential consumers and fans of the brand. CHACHA
Not only do I strategise the content for the week, I also help in creating the image assets of each post & developing other visuals
WRITING PIECES
DESIGN HAUS MEDY
Five End of Day Habits to Set You Up for Tomorrow Words by Medy Navani, Founder and CEO of Design Haus Medy
From the moment we get up in the morning, it is usually a continual rush from one task to the other, leaving us exhausted when we open the front door at the day's end. Waking up with a list of twenty things to do before even the first sip of coffee can be a source of anxiety, but what if you could set yourself up for a stress-free day by adding a few simple habits into your evening routine? According to a study conducted by Duke University, forty-five percent of our day-to-day actions are automated through the habits we form. By establishing positive evening rituals, you will not only be in for a good night’s rest, but will set yourself up for a better day ahead. Medy Navani, Founder and Creative Director of Design Haus Medy, outlines his top five habits to end your day on a high that will improve your daily routine. Get your blood pumping Whether you go for a run outside or do yoga in your living room, engaging in 20 to 30 minutes of exercise daily is good for you, both mentally and physically. As the majority of us sit at a desk all day, it is important to get our bodies moving after being hunched over a computer. Take the stresses of the work day out during your evening exercise routine and go to bed with a fresh mind, body and soul. Exercising will also tire you out and therefore allow you to have a good night's sleep. Lay off the caffeine You might start your day with a large cappuccino but come nightfall when you are planning to relax, the last thing you should put in your system is caffeine. In the evenings, make yourself a cup of herbal tea to unwind. Not only does it have soothing effects, drinking herbal tea provides antioxidants that are beneficial to your digestive health. Why not experiment and add
different ingredients such as mint leaves or chamomile to your basic herbal teas - the options are endless and the combinations can reap further benefits. Take a hot bath As they say, your body is a temple and there’s nothing better than treating yourself to a nice hot bubble bath after a long day. It’s a great way to calm your muscles and let the problems of today slip away. Light some candles, put on some easy listening and sprinkle in some bath salts to truly indulge in a relaxing atmosphere. Once you’re done, you will feel fresh and ready to conquer tomorrow after a long restful nights sleep. Detox from your phone A lot of us stare at screens all day in the office. The last thing that our eyes need is another screen to stare at all evening. However tempting social media may be, set yourself a cut-off time for using your phone and laptop. Give yourself at least an hour before you sleep away from your electronics. If you feel restless, try engaging your mind by reading a book, doing a crossword puzzle, or calling a friend who you may not have spoken to in a while instead. Prepare for the morning In order to keep morning stress to a minimum, take the time to organise what you can the night before. Choose and iron your outfit and pre-pack your lunch before going to bed. This will allow extra time in the morning to get ready (or snooze for a bit longer), rather than rushing. Take the time to also go through the upcoming days schedule to keep any meetings or deadlines at the forefront of mind. Knowing your priorities before bed will allow you to plan and organize the rest of your day. www.dhmuae.com - ENDS -
I wrote this article on behalf of Medy Navani, the Founder and Creative Director of Design Haus Medy. This article was pushed out to press to showcase Medy as a successful entrepreneur and influential personality within the UAE. This piece was covered in at least 5 national press in the UAE - print and online.
EV
BLOG POSTS GREEN ENOUGH? ATTELINE
GREEN ENOUGH? Do you know the volume of water actually required to produce one cotton t-shirt? Or how much money labourers in Bangladesh and China are paid annually to make products for brands? 2,700 litres of water per t-shirt, and $900 a year. That is a mere $2.46 per day. These answers should certainly shock us and and trigger the stark realisation that we must take serious heed of the impact our wardrobes have on the planet. What can we do about it? The answer is simple. Make better retail decisions. Do you know the volume of water actually required to produce one cotton t-shirt? Or how much money The conversation needs to begin withare awareness. Withtowidespread claims fashion2,700 royaltylitres suchofas labourers in Bangladesh and China paid annually make products forofbrands? water Burberry controversial environmental decisions (pointing reportsshould that thecertainly brand burned £28 per t-shirt,making and $900 a year. That is a mere $2.46 per day. Theseto answers shock us and and trigger the stark realisation that we must take serious heed of the impact our wardrobes have on the planet. What can we do about it? The answer is simple. Make better retail decisions. million worth of old stock), sustainability has recently been kicking up a storm on the high-street. Fast The conversation needs to begin with awareness. With widespread claims of fashion royalty such as fashion retailers such as Zara have demonstrated an “awakening”, and responded to consumer pressure Burberry making controversial environmental decisions (pointing to reports that the brand burned £28 to address unethical standards in the industry’s everyday practices. Many major brands like Adidas and The H&M Group (H&M, COS, & Other Stories, etc) are paving the way for ethical operations and working to produce sustainable garments. Adidas just announced plans to eliminate the use of virgin plastics in all its products by 2024 (Read More), while H&M continues to explore sustainable options with their Conscious Collection and clothing recycling efforts with the hopes of using one hundred percent sustainably obtained materials by 2030 (Read More). These bold moves are driven via either public relations necessity and / or vested belief in environmental ethics, yet regardless of core motivations, the adherence of brands globally has emerged as nonnegotiable in the name of survival. Our role as consumers has also matured to a degree that unless we ercely question what we buy into as a population, brands turning a blind eye to the irreversible environmental degradation they cause will never be compelled to change their ways. The main question remains: why are we as consumers not doing more to align the fashion industry’s core practices with ones that are more sustainability focused? One of the main perceived issues for many consumers is that sustainably-produced clothing is more expensive. And the reason ethically produced clothing is more expensive is because the brands are making sure to meet appropriate wage standards for workers, as well as use less toxins in the production of fabrics, which essentially adds to the nal price tag. Yet at the end of the day, can we really put a price on the future of our Earth?
Although many people consume based on what they need in the moment, a recent report by the Journal of Market Research shows that a pricier buy that lasts longer has a better CPW (cost per wear) rate than its cheaper counterpart. Therefore, perhaps we need to start reassessing our shopping habits and buying behaviour based on what we will wear multiple times over many years, rather than during a moment of eeting trends. We need to become conscious. The planet relies upon it. We can only hope that the future of sustainable fashion goes from strength to strength, and that brands globally will take meaningful and lasting action against the destruction of our fragile environment.
This blog post about the fashion industry and sustainability was written by me for the Atteline website. Link: https://www.atteline.com/green-enough/
NEXT
FASHION INTERN
GREEN ENOUGH?
Do you know the volume of water actually required to produce one cotton t-shirt? Or how much money labourers in Bangladesh and China are paid annually to make products for brands? 2,700 litres of water per t-shirt, and $900 a year. That is a mere $2.46 per day. These answers should certainly shock us and and trigger the stark realisation that we must take serious heed of the impact our wardrobes have on the planet. What can we do about it? The answer is simple. Make better retail decisions. The conversation needs to begin with awareness. With widespread claims of fashion royalty such as Burberry making controversial environmental decisions (pointing to reports that the brand burned £28
This blog post covers my personal experience in lockdown and was written for the platform, FashionIntern - a website helping new graduates looking to get into the fashion industry. Link: http://fashionintern.co.uk/the-class-of-2020/
NEWSLETTERS
PRODUCT DESCRIPTIONS
LAZE LIVING COLLECTIONS
These are a few examples of the product descriptions that I wrote for LAZE LIVING. As with any website descriptions, we wanted to write in a way that suited the brand aesthetic & voice, but also ensure that we were delivering all the necessary information.
PRESS MAILERS
INTERIOR STYLES
FOREVER ROSE
EMIRATI WOMEN’S DAY
PRESS RELEASES
This press release was written as part of my final major project at London College of Fashion where I created a 12-month PR strategy for the skincare brand, Haeckels.
HAECKELS MOCK UP
Haeckels to collaborate with MyCoocoon for London Design Festival 2017 LONDON, September 16th, 2017 – British, luxury skin-care and fragrances brand, Haeckels will be participating in London Design Festival for a third year in a row. This year they will be collaborating with chromotherapy and wellness design company, MyCoocoon. The collaboration will see Haeckels create a variety of natural aromas to complement the different colours which creates a multi sensory space for visitors to emmerse themselves in to. This installation will be located in the Barbican Conservatory and will be free to visit. “This collaboration has been a lot of fun – we spent a lot of time analysing which colours and scents would work the best to relax and re-energise anyone that uses our pods. I hope that everyone enjoys their experience.” thrives Dom Bridges, Founder of Haeckels. “Dom and Alex are very innovative and it was a pleasure to work with them to create these amazing multi-sensory spaces for people to really indulge in,” says Valerie Corcias, co-founder of MyCoocoon.
Notes for Editor • Haeckels X MyCoocoon will run from September 16th to October 1st at the Barbican Conservatory • Haeckels is a luxury skin-care and fragrances brand from Margate, Kent, all their products are made from natural and locally sourced ingredients from around their coast • MyCoocoon is a company that focuses on creating mutli-sensory experiences through invigorating ones sight, smell and sound. Press Contact: Arushi Carlra Haeckels PR Manager +44 (0)7 923 255 795 arushi@haeckels.com
Ends.
DIGITAL ILLUSTRATIONS
Over the pandemic, I taught myself how to use Adobe Illustrator and have been practicing digital illustration work. This is mainly just a hobby for me, although I have commissioned a few pieces. Find more work on Instagram > @carlraa
CREATED ON INDESIGN BY ARUSHI CARLRA