WHO WE ARE
Meet the wise wordsmiths behind Salt & Sage and discover why we love supporting purpose-led brands to level up their copy.
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:
Salt & Sage’s tale began before we even met.
It goes like this.
Two hard-working journalists became mothers. Ferocious deadlines, closed corporate culture and, well, the patriarchy, meant we struggled to find a place to thrive in our former magazine and national newspaper worlds. Going freelance after starting our families was the only option.
Now, freelancing is amazing — it’s flexible, freeing and fulfilling. But it can be lonely. Enter the weird and wonderful world of Instagram. Often annoying, mostly infuriating, it nevertheless does, at its very best, bring people together. Looking for support with a project in 2021, Freddie happened upon Felicity while scrolling late into the night. We gelled so well with each other and had such a nice time that we began collaborating more often.
Skip forward two years.
We’ve crafted copy for sustainable fashion brands E.L.V. Denim, Fat Face and Red Paddle. We’ve spent many hours working online together, drinking endless cups of tea, cackling about our families and collaborating in the kindest way to strip away waffly words. We’ve even travelled to the Maldives to write a book for luxury resort Baros, snorkelling with turtles and sharks, quaffing champagne on a sunset cruise and breakfasting on a deck smack bang in the middle of an azure lagoon.
In 2023, we established Salt & Sage Strategic Storytelling to help you simplify your messaging and cut through the noise so you can connect to, communicate with and convince the people who most need your support.
We’d love you to join us and become part of our community.
If you’re a creative who wants to do more with your one wild and precious career, we would love to hear from you. Join our expert community of writers, designers and marketers to collaborate on projects with purpose.
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.
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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.
