On Wednesdays, we wear pink spotlight Retail Brew’s readers. Want to be featured in an upcoming edition? Click here to introduce yourself. Caroline Tell is founder of content marketing agency Tell&Co. How would you describe your job to someone who doesn’t work in retail? I’m the founder of Tell&Co., a content strategy studio that helps luxury and lifestyle brands articulate who they are—clearly, consistently, and authentically—across every channel where they show up. My background is in editorial; I began as a fashion reporter at WWD before moving to the brand side at Michael Kors during the rise of digital storytelling. Since then, I’ve worked with clients ranging from Bottega Veneta to Ritz-Carlton and St. Regis, Dylan’s Candy Bar, Club Monaco, AERIN, and more—developing content that doesn’t just look and sound good, but builds connection, drives conversion, and deepens brand loyalty. One thing we can’t guess about your job from your LinkedIn profile? That it’s a constant negotiation between structure and storytelling, left brain and right. While it may seem rooted in writing, my role is as much about building the systems that allow creativity to thrive. Behind every tagline or campaign is an editorial calendar, a strategic framework, a workflow designed for scalability. At the same time, there’s an emotional component that doesn’t show up in a job description—I often find myself acting as a steward of brand identity, safeguarding voice, tone, and ethos across every touchpoint. Whether working with legacy houses like Michael Kors and Assouline or lifestyle disruptors like HATCH and Sakara Life, we’re not just generating content, we’re crafting connection. What’s your favorite project you’ve worked on? That’s a little like choosing a favorite child, but one project that stands out is our recent work launching Culture Lounge, Assouline’s first digital magazine. Keep reading here.—EC | 
