Stasja Clerckx
Q What do you do?
“I spin words for just about everything: dot coms, IG posts, email campaigns, packaging, ads and even the odd Valentine’s card. Because love deserves top-tier copy too.”
A strong brand voice and consistent messaging? Wildly underrated. And I’m not just saying that because I write for a living. Take Apple. They didn’t just sell computers. They called them 'A Bicycle for the Mind' or 'A Computer for the Rest of Us'. Suddenly, a clunky machine became this symbol of freedom, creativity and accessibility. That’s the power of great copy. It changes the way people see the world.
Q What steps did you take to get to where you are now?
Ever since I was old enough to hold a pen and grasp its potential, writing and I have had a forever fling. Looking back, I’ve dipped my toes into all sorts of projects from the height of my awkward puberty years — from trying to write the next teenage drama à la One Tree Hill, to writing rap lyrics and editing a tiny (but mighty) student magazine. And of course, the diary entries at 13. Riveting stuff.
Long story short: I’ve always been drawn to writing, but never really saw it as a career, more like a personal side quest. That changed in university when people started picking me for writing projects and saying surprisingly nice things about my work. Encouraging, if slightly baffling. The week after graduation, I built a clunky little Squarespace site and sent out a flurry of cold emails. Someone took a chance, and six years later, I’m still here, still playfully wrestling with the English language.
Q How do you stand out in your field?
I approach writing like a conversation. People crave brands that speak on eye-level, not trying to close in on a sale. Think Wendy’s tweets, Graza’s emails or the clean, conversational tone Glossier made famous (the one everyone else still tries to copy).
I get fully comfortable with who I’m talking to — figuratively, of course. I tune into their language, what they need and where they’re hunting for answers (Reddit threads, TikTok algorithms and beyond). Then I weave those insights into a voice that’s distinct, strategic and tailored.
People often mention my subtle but razor-sharp wit yet no two brands sound the same. I’m just as excited writing for a graphic designer as I am for a big beauty brand.
Q What are you working on right now?
Right now, I’m naming a Gen Z skincare brand I wish had existed back when my nighttime routine stung and smelled like salad dressing (I’m looking at you, Clearasil). I’m also working with a sustainable fashion brand that nails the classics, tees and tanks built to outlast trends and landfills.
On a personal note, I’m in the middle of a bit of a Renaissance: I’ve just had my Substack baptism, I’m giving my website copy a fresh once-over and finally trying to do more on Instagram than just repost memes and politics.
Q What’s your style?
Nostalgia is my favourite playground when writing copy. From breakfast dilemmas to figuring out which Spice Girl you were destined to be, it takes you back to the joy of cereal-flavoured milk and rocking track pants like Mel C. Humans are wired to crave familiarity and revisit a time when simple pleasures ruled their world — making us long for the things we used to cherish. I mean, the dedication it took to conquer a jawbreaker should be a case study in psychology. And let’s not forget the mental toll of trying to tame a temperamental Furby. I love tapping into that, especially since nostalgia always shifts with the audience, keeping it endlessly interesting.
Q Out of all your slashies, which one do you wish you could do more often?
Strategy is where I’d love to spend more time. It’s an essential part of copywriting but budgets rarely allow for diving deep. Don’t get me wrong — research + strategy make up around 70% of what I do, with the rest being the writing itself. Still, I’d love to get down in the weeds more, shaping the bigger picture before putting words on the page.
Q What is frustrating you right now?
I think it’s time to talk about the elephant in the room: ChatGPT. Or whichever form of AI is creeping up behind you like the bad guy in a 90s horror movie. The industry’s definitely changing. Brands want to save money and distinct voices risk getting flattened into generic AI noise. It’s a tough pill to swallow but I’ve stopped crying into my coffee. At least until tomorrow morning.
I’m not anti-AI. I’m just learning how to work with it, on my terms. Because while AI can spit out copy faster than a Formula 1 car, it can’t replicate the nuance, emotional intelligence or gut instinct that actually makes words stick. That’s still our territory.
So… I’m testing the waters. Finding ways to let AI support my process rather than replace it. No idea what that looks like yet, but we’re having that conversation.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
I’d have someone design assets that show clients how their copy plays out beyond the page. I love design but my skills peak at rearranging Canva templates. Also, someone to child-lock my phone so I stop dumping half-baked ideas into my Notes app at 2AM.
Q What do you wish you could have told yourself, when, and why?
Back in 2003, at 14, I kept my writing locked away — too caught up in self-doubt to share a single word. I thought no one would care about my awkward teenage scribbles. Now I wish I’d been braver. Putting it out there earlier would’ve pushed me to grow faster, even if it was messy.
Q If you could talk to an expert to gain more insight on something, what would it be about?
She’d probably roll her eyes at being called an expert, but Fran Lebowitz. I’d love to sit across from her and absorb every gloriously opinionated fibre of her being. Her wit is surgical, and she has this rare ability to say exactly what many of us are thinking, just sharper and funnier. I’m reading The Fran Lebowitz Reader at the moment and every page is a reminder of how refreshing and relatable plain honesty can be.
Q What kind of opportunities/projects are you looking for?
More brand building, voice shaping, naming. I like being in early, working on the backbone of how a brand speaks and shows up in the world. Especially when they’re not trying to copy-paste Glossier’s voice for the hundredth time (you’d be surprised how often that still happens).
Taglines, websites, messaging pillars. I love seeing things go from “some ideas in a doc” to “out in the big world”.
And because words carry weight, I’m drawn to brands that take that seriously — especially those genuinely committed to sustainability, not the kind that slap on a green label at the last minute, but those that build with intention from the ground up.
Q Describe your ideal job/client/collaboration.
I work with both studios and directly with founders or small teams. There’s a different flow when you’re side by side with the people who built the thing from scratch. The conversations run deeper, the voice hits closer to home.
That said, I also love the buzz of working with an agency — especially after flying solo for a while. That energy is often a welcome change, pushing the work in exciting directions. Both paths have perks and I feel really lucky to dance between the two.
Q: What is your rate?
Website copy starts at $2,000 and can go up to $4,000 — though, like everything good, it depends. How many pages? How niche or straightforward is the copy? What’s the timeline? All the usual suspects.
I also offer two ‘Polly-Pocket-sized’ packages. My Tiny Picnic ($2,000) is like a three-day field trip — anywhere you want to go, as long as it involves spilling some digital ink. You decide what to harvest, and I'll tell you how many fruits we can pluck in those days. Perfect for dreamers with the patience of a kid waiting for the ice cream truck. Midnight Snacks is a fixed $1,000 package — half a day prep, full day writing.
And if your budget’s a little leaner, I’m always up for a chat. I love working with service providers and small brands who aren’t ready for the full buffet just yet.
Q How should someone approach you about working together?
Ping me a DM @tinyfruits.co.
Fill out a form (promise it’s painless) at www.tinyfruits.com/contactor just shoot me an email at stasja@tinyfruits.com
I’m here, ready to chat whenever you are.
Q Who is a creative you admire?
I absolutely love Somekind Studio. They’re a female-led design studio based in Brussels and their work nails that sweet spot between intentional and fresh — a combo that’s rarer than you’d think. Plus, they’re just genuinely lovely people, which makes cheering for them even easier. :)
Q Oh! and… how do you stay creative?
Touch grass. Watch clouds. Pet cats.
This member profile was originally published in June 2025.