For the copy voice, I didn't have to look further for inspiration than the social feeds that Piperlime's customer would most admire.
One interesting twist, though: We realized we could move away from the "we" voice that's now so common in ecommerce. (We're loving x, we're obsessed with y, etc.) The 'online retailer as magazine editor' construct started with the birth of ecommerce, and has now become omnipresent (and a bit overused) in certain segments of the market.
