Coworking with Caroline Tell

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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. It was more than just a creative assignment; it was about translating a legacy rooted in physical beauty and tactile storytelling into a digital format that still feels elevated, soulful, and unmistakably Assouline. We stepped into what I can only describe as a brand caretaking role: honoring heritage while carving space for evolution. There’s an emotional component to that work—deep listening, reverence for the brand’s DNA—but also strategic process. KPIs, editorial calendars, content systems, and workflows all had to support a larger vision.

Which emerging retail trend are you most excited about right now, and why? Personalization has come a long way from just inserting someone’s name into an email. What excites me most is how brands are finally embracing true, thoughtful personalization—not just in how they communicate, but in how they anticipate. We’re seeing a shift from transactional messaging to relational storytelling. Smart brands are asking: Where is this person emotionally? What do they need right now, not just what can we sell them? Whether it’s personalized journeys based on life stage, content that speaks to emotional context, or product recommendations that reflect real human insight rather than just purchase history, the best brands are beginning to understand that one-size-fits-all messaging doesn’t work anymore. The brands doing it best are the ones treating personalization less like a tactic and more like a value system. They’re rethinking the role of data, content, timing, and tone because consumers can feel when a brand gets them. And increasingly, that’s what earns long-term loyalty.

What’s your go-to coffee order? ​​Americano with oat milk foam or classic drip.

Worst piece of advice you’ve received? “Move to the suburbs.” — my mother

What was your favorite retail product when you were 15, and what’s your favorite retail product now? When I was 15, it was a Kate Spade bag and wallet. I’m from a small town and went away in the summers, where I met kids from the Upper East Side that were light-years ahead of me or anyone I knew. Every August, I would come home with a new obsession: MAC lipstick in Spice, Petite Bateau tank tops. The ’90s were a special time. Today, I’m fully in my home era. Anything by Matouk, a client of ours, ranks high. I’m also obsessed with fabric and wallpaper by Schumacher.