Who we are
Meet the wise wordsmiths behind Salt & Sage – we help purpose-led brands transform complex ideas into copy that resonates, inspires trust and sparks action.
Hi!
We’re Manfreda and Felicity.
We bonded over a shared dislike for meaningless marketing bullshit and a communal love for clarity, brevity and honesty.
We believe words have power. They shape our beliefs, drive our behaviour and create our world. We want you to use yours for good.
Why are we so passionate about this? Well, because we love writing and telling stories. We’re former journalists, so we know how to tell a good yarn — but one based on facts, not fiction. We understand that humans are hardwired for stories and their ability to stir emotions, make connections and paint a picture of the transformation people need.
Find out more in our blog:
We write the words AI wishes it could.
Journalists at heart …
We’re trained to dig, question and tell stories that matter. Deadlines, scary editorial meetings and endless rewrites before we became freelancers taught us how to cut through the noise – and that’s exactly what we do for our clients today.
Because we’re drowning in bland. Everywhere you look, there’s AI-generated copy that looks human but feels hollow. Trust in brands is at an all-time low.
Don’t get us wrong – we’re not anti-technology. We’re anti-generic, soulless content. Your story matters – but only if it’s truly yours.
Shouting louder won’t make you stand out. What will? Stories that stick. So, in 2023, we founded Salt & Sage Strategic Storytelling to help brands simplify their messaging, find their true voice and connect with the people who need them most.
… storytellers by trade
Since then, we’ve worked with brands that demand more than hype: sustainable fashion companies E.L.V. Denim, Fat Face and Red Paddle; beauty and wellness pioneers Bouclème and Being Well; disruptive founders, like breathwork facilitator Grace Chinn and Lauren Dalton Mitrovic of Humankind HR; and Maldivian travel brands Baros, Milaidhoo and Huvafen.
We’ve helped them turn complex ideas into compelling stories and create content that builds trust, deepens connection with their audience and drives real engagement and business growth.
Every piece we create – from website copy to brand books – distils your voice, captures your values and brings your brand to life with clarity and flair.
With Salt & Sage, your story isn’t just told; it’s experienced, remembered and acted on.
Professional bios
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Founder and director
Manfreda Cavazza is a freelance journalist, content writer and brand storyteller based in Hampshire. She writes copy for soulful brands and talented creatives, helping them build relationships with their customers using evocative storytelling techniques and an editorial approach.
A former business correspondent, she has two decades of experience writing for magazines and national newspapers, including the Daily Mail (where she was retail correspondent), Drapers, Retail Week, Sunday Express, Independent on Sunday, Goodwood Magazine and Lonely Planet.
When not penning words, Manfreda (also known as Freddie) is parenting the shit out of life with her three feisty daughters and very patient sailor husband either by the sea or up a mountain. Visit her website.
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Founder and director
Felicity Haythorn is a freelance copywriter and content strategist, based in Devon. She writes copy for curious, purpose-led brands and female founders, supporting them to find clarity, connections and conversions through words that flow, not force.
A former chief copy editor, Felicity's brand work weaves storytelling with an editorial flair. She has been writing for two decades, including stints at the Sunday Times Online, Property Week, Building and Drapers.
Felicity (also known as Flea) is a coastal living cliche. When she’s not spending time with her family, she loves to swim in cold water, practice hot yoga and surf small waves. Visit her website.
