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Kate Jolly

Words for life & business, flowers for people you really love, thoughts to make you feel less alone.

At Mary Mary, we love creating luxe, textured arrangements and statement blooms for anything and everything you can think of. Weddings, private events, flower deliveries, gorgeous arrangements for home and unique corporate blooms. Lead by star florist and 2015 Victorian Young Achiever Kate McLean, we're a small but passionate team of bright and bubbly flower lovers who just can't wait to help you

bring your floral dreams to life. Come and visit us in store at 134 Nicholson Street Coburg, order flowers online, or get in touch to chat about your next flower-filled event.

22/10/2025

Have you ever said “kind regards” to someone in real life? No?? Then why oh why are we putting it in our emails!! Who decided that was the vibe?!

Your sign-off is such an underrated spot to show - you guessed it - your brand voice. It’s the little wink or smile at the end of your email that says “this is me”.

Swipe to see the next round of with a fresh list of sign-offs to help you shake up your signature. I promise there’s not a “sincerely” or “cheers” in sight.

Me personally? I’m a “kindest,” or “thanks so much!!!” kinda gal, but there are so many fun ways to wrap things up.

Do you use any of these, or are you a serial kind regards-er? Tell me which sign off feels most like you in the comments!

Later gator 🐊

KJ x

P.S Did you know I can help you brainstorm your own brand word bank? It’s part of my Signature Voice service and it can include everything from the way you say hello and goodbye, to how you describe your products, services and even key phrases for your socials.

DM me if you’re curious. Let’s chat!

19/10/2025

Oh hi! This is 25 year old me, standing out the front of the flower shop I leased on a whim, with no clue what the next decade would have in store for me. Or how many mistakes I was about to make 🙊

I didn’t have any idea how to run a business.

I didn’t have ANY experience as a florist.

I didn’t have a clue about pricing, payroll or profit margins.

I had ZERO systems in place. I didn’t even know how much stock I was supposed to be ordering.

But the one thing I did know?

How to build a brand.

I built a strong brand voice that had my happy personality all over it.

I chose a bold sunny yellow for my branding (a colour no one was really using at the time) and a name that I thought would pique curiosity and set me apart from every other variation of “flower” and “bloom”.

I crafted a modern and joyful floristry style, and a recognisable visual vibe that was unmistakably mine (before the white brick wall was super cool I swear!!)

I had no idea what I was doing. Except I kinda did.

That brand, my beloved Mary Mary studio, changed the entire course of my working life.

💛 It helped me quit my job and work as a florist full time
💛 It gave me a beautiful corner shop in Coburg (the yellow door’s still there!)
💛 It brought in $250,000 in my first full-time year (not profit obvs… learned that the hard way)
💛 It had brands like the AFL, Carlton FC, Priceline and Kikki K asking to work with me
💛 It opened doors I still walk through today, even in a completely different industry
💛 It allowed me to start a family and never miss a day with my babies

All because I built something that felt just like me.

That’s the power of a brand.

When you know your heart and soul, anything’s possible!!

KJ x

P.S I’ve got a few spots left for building beautiful, brave brands with clever creatives before the end of the year. If that sounds like you, message me!! I’d love to help you turn your vision into an unmistakable brand voice that helps make your dreams come true.

Check out my services and packages at KateJolly.com.au 🥰

12/10/2025

COPY CASE STUDY 📚

A bright and bubbly website deserves a bright and bubbly brand voice, dontcha think?!

That’s what Issy at was looking for when she came to me with a brief for her new webby (beautifully designed by ).

Issy already had some DIY copy to get started with, but it just didn’t feel like her. She needed a copy glow up that would bring her cheeky, chatty tone of voice to life in a way that made her ideal clients feel seen (and in a way that they could see the real her too).

Cue the Copy Cut + Polish - my new creative copy service for when you need to give your DIY copy a little love. I’ll take what you (or ChatGPT 🙊 no judgies) have already written, and turn it into persuasive, personality-packed copy that’s sharper, stronger and 100% MORE YOU.

The result? A vibey one page website that feels like a coffee and a chat with your (seriously) smart biz bestie.

I LOVED working with Issy on this. Her voice is so fun and unmistakably her. Not to mention she’s a total dream to create with.

Is your DIY copy ready for a glow up that sounds like you, but better? The Copy Cut + Polish could be exactly what you need!!

KJ x

P.S A simple one page website like this one starts from $650 + GST. Hit me up in the DMs or check out the full price guide at KateJolly.com.au!

07/10/2025

IT’S HERE!!!! 🤩🎉

Say hello to Jolly Mag Volume 1 - The Joy Edition!

Jolly Mag is a 12-page pocket zine made for the joy of creating. Inside you’ll find a bunch of personal writing, photography, illustrations and creative exercises all about joy - finding it, making it, celebrating it!!!

This idea has been on my heart since FOREVER, and I am so excited for you to hold it in your hands - something to flip through slowly, cut up and collage, or keep nearby for when you need a creative spark and an enthusiastic YOU CAN DO IT!

Here are the deets:

🍎 12 pages of original writing, photography and illustrations

🍎 Creative writing prompts to spark inspiration and joy

🍎 A5 size

🍎 Limited print run of 25 copies

🍎 $10 including Australia wide shipping

Online NOW in the jolly word shop at KateJolly.com.au

Thank you SO MUCH for all your enthusiasm for this project. There are faces on here that have been around for 10 years or more (including so many of my beautiful past brides, I remember you ALL), and just as many beautiful new online friends. I am so grateful to have you here.

enJOY!!!!

KJ x

25/09/2025

A brand is just a feeling 💭

I’ve given my emotional literacy feelings wheel a little shake up to turn it into a Brand Feelings Wheel — a tool to help you explore some of the different ways your brand can sound. From sassy and sarcastic to polished or playful, there are so many ways to give your business a voice that feels just like you.

💡 Mini voice challenge: Pick 3 words from the wheel that describe your brand voice. Which ones feel the most you? My top three are joyful, warm and enthusiastic I think!!

Tell me yours in the comments!!

KJ x

P.S If you’re not sure, drop a comment anyway and I’ll tell you what I think yours are!!

23/09/2025

Other ways to say “I hope this emails finds you well”. Unhinged answers only 🙈

21/09/2025

🚨 New service alert: the Hype Hour!! 🚨

Part copywriting consult. Part comms strategy session. Part confidence-boosting pep talk.

This 1:1 power hour is for creatives, founders, small biz besties, sole traders and personal brands who want to borrow my brand-focused brain for 60 minutes of idea bouncing, comms strategy and hype (!!!)

Here’s what we can do in your session ⤵️ ✨ Talk through an offer or business idea and how to position it ✨ Live write or review key copy (website, socials, emails, you name it!)
✨ Brand brainstorm: map out social content ideas, product ideas, newsletters, blog posts or anything else you’ve got taking up space in that beautiful brain of yours  ✨ Boost your confidence with a pep talk if you’re feeling stuck (yes your idea IS awesome and we CAN make it work!!!) ✨ Literally anything else you can dream up!

What you get: 📝 A jolly brand questionnaire to help set out your goals, dreams + to-do list 💻 My brain on your brand for 1 hour (Zoom call for live chats and feedback OR I can spend the hour at my desk writing for you) ⚡ A clear plan + fresh energy to get moving

You’ll walk away feeling focused, supported, and SO EXCITED to get to work!!

💸 Spots are $250 + GST but I’m looking for 3 eager creatives to kick things off with a $50 discount. If that sounds like you, DM me!!!

KJ x

17/09/2025

COPY CASE STUDY 📚

Who remembers these?!

They’re the business cards I made for myself when I was a florist.

Sunny, yellow and totally me, with a clever one-liner that helped me go from knowing absolutely nobody in the industry to getting a gig with the AFL within 1 year (a contract that was worth more than my annual salary as a baby agency copywriter just a few years prior 🤯).

I leaned in hard to word of mouth, and used my copy to create a built in referral system so that I wasn’t just a girl that did flowers, but THE girl that did flowers. The first name on everyone’s lips when they were looking for a florist.

How? Brand voice!! (and being a pretty good florist if I do say so myself 🙈).

I worked hard to create a tone of voice that no one else had at the time - warm, conversational, enthusiastic - and carved out a unique space for myself in a pretty well established and cliquey industry. It didn’t matter that I had zero experience, I built a brand that connected with people and figured out the rest along the way.

That’s the power of tone of voice copywriting:
👉 It makes you memorable
👉 It builds connection
👉 It helps you sell without even trying

Does your brand need a stand out voice to set it apart? DM me! My Signature Voice service might be exactly what you need!

KJ x

P.S my full suite of writing packages is launching soon. Can’t wait to share them with you!

15/09/2025

COVER REVEAL! 🤩

Jolly Mag Volume 1 - the JOY edition! Coming to you next month. Hoooraaaayyyyyy!!!

I am SO excited about this project. I have wanted to make a magazine since forever, and a few weeks ago I realised, what’s stopping me?!

Nothing, that’s what! So here she is. A pocket zine for the joy of creating.

12 pages of pure jolly vibes. Overflow from my camera roll, some of my favourite pieces of writing from over the years, a sketch or two, and a few new things as well.

She’s officially off to the printer’s for her final proof, so watch this space for the official launch date!

KJ x

P.S Have you got a project just hiding in your notes app waiting to see the light of day? MAKE IT!! Back yourself! You can do it!

11/09/2025

It’s today, and every year I bring back this post to help you check in on your friends.

Think of it as a little mental health ice breaker — 5 other ways to say “are you okay?” so you can text / call / slide into the DMs of someone you know who may be struggling.

Save it for yourself or share it with a friend ♥️

I hope you’re okay.

KJ x

09/09/2025

Did someone say rebrand?! ⭐️

Stoked to support my long-time clients and friends at with a big Copy Glow Up to celebrate their new look brand.

The brief was elevated and premium yet still warm and human, infusing the personality and stories behind this talented husband and wife team to create branded copy that reflected their unique voice.

We updated the whole website - including home page, about page and services - plus the documents that form their client journey from booking to final photos. Think Welcome Guide, Services Brochure and a guide to wedding albums. We also freshened up the Insta bio to match the new vibe.

I LOVED working on this project and am so thrilled to see it out in the wild! Check it out at www.jeremyblode.com

If you need a hand polishing up your website copy, get in touch. I’d love to help!

KJ x

P.S The Copy Glow Up will be one of my new signature services, officially launching next week! Perfect for anyone that’s DIY’d their copy and wants to freshen it up with life and personality.

04/09/2025

I once worked with someone who thought puns were “cheap” and “lazy” writing.

But to them I say “poo-hoo!” because PUNS ARE FUN.

A pun is a playful twist on words — a phrase or line that takes advantage of words that sound alike but have different meanings.

I love puns because:

🤩 They’re memorable
🤩 They make your reader smile
🤩 They add joy and personality to your writing
🤩 They’re a connection + talking point

They do wonders for your tone of voice, especially if your brand is cheeky, human, or a little playful.

So, in honour of the humble pun, here are a few punny one liners I’ve written over the years (including one the client backtracked on at the last second, see if you can guess which one!)

KJ x

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