[ about ]
I'm Jae. I write the
words brands keep trying to say.
Nine+ years writing for startups, agencies, and 40+ brands across 12 industries — luxury, beauty, Web3, FMCG, SaaS, healthcare and more. Started at i2c World, ran content at Om Infotech and aBox Agency, now independent.
My job is simple: figure out what your brand is actually trying to say, and put it in words people understand the first time.
Based in India — working with founders globally.
[ the long version ]
Why I do this for a living.
I grew up around shopkeepers in Surat who could sell anything with three words. No fluff, no script — just a calm read on what the person in front of them actually needed.
Then I went online and watched brands forget how to do that. Pages full of "transform", "elevate", "redefine" — words that mean nothing to anyone who'd actually buy the thing.
So I started rewriting. First for friends, then for agencies, then for anyone who'd let me. The brief is always the same: say the real thing, in the fewest words possible, to the one person who's reading.
That's the whole job. I'm just stubborn enough to keep doing it well.
The short timeline
2019
i2c World
First content role. Learned to write fast and ship.
2020
Om Infotech
Tech and SaaS writing. Got serious about structure.
2021
aBox Agency
Ran content across 25+ D2C and agency brands.
2023+
Independent
Working directly with founders on websites, voice, and stories.
[ what I believe ]
Six things I won't budge on.
01
Clarity beats clever every time.
If a reader has to re-read a sentence to get it, the sentence has failed. I'd rather sound plain and land than sound poetic and miss.
02
Strategy isn't a slide deck.
It's a five-line note that says: who, what they think now, what we want them to think, why they'd believe us. Everything else is just writing.
03
Specificity is the whole job.
'Premium' means nothing. 'Hand-finished in a 12-person studio in Surat since 1986' means something. Always swap the vague word for the specific one.
04
Calm sells more than urgency.
Countdown timers and 'limited spots' on a homepage tell me the brand doesn't trust its own product. The good ones don't shout.
05
Edit until it hurts a little.
Most copy is 30% too long. The cut is where the voice shows up. If I can delete a sentence without losing the point, I always do.
06
Write to one person.
'Dear users' is nobody. I picture one specific buyer — name, mood, what they're scared of — and write the page to that human. The rest follow.
[ off the clock ]
When I'm not at the keyboard.
Filter coffee
Three cups by lunch. Don't talk to me before the first.
Re-reading Pico Iyer
And anything by William Zinsser, forever.
Old Hindi soundtracks
S.D. Burman to A.R. Rahman on shuffle, always.
Long train rides
I do my best thinking somewhere between two cities.
"Writing is thinking made visible. If the thinking is messy, no amount of polish will save the sentence."