diff --git a/src/lib.rs b/src/lib.rs
index 789e030..3cde13a 100644
--- a/src/lib.rs
+++ b/src/lib.rs
@@ -1,8 +1,6 @@
 use std::borrow::Cow;
 
-use cosmic_text::{
-    Attrs, AttrsOwned, Buffer, Color, Family, FontSystem, Metrics, Shaping, Style, Weight,
-};
+use cosmic_text::{Attrs, Buffer, Color, Family, FontSystem, Metrics, Shaping, Style, Weight};
 use jotdown::{Container, Event, ListKind};
 
 pub use jotdown;
@@ -141,15 +139,18 @@ impl<'a, 'b, T: Iterator<Item = Event<'a>>> Iterator for JotdownIntoBuffer<'a, '
 }
 
 #[cfg_attr(feature = "serde", derive(Deserialize, Serialize))]
-pub struct RichText(
-    String,
-    #[cfg_attr(feature = "serde", serde(with = "AttrsSerde"))] AttrsOwned,
+pub struct RichText<'a>(
+    Cow<'a, str>,
+    #[cfg_attr(feature = "serde", serde(with = "AttrsSerde"))]
+    #[cfg_attr(feature = "serde", serde(borrow))]
+    Attrs<'a>,
 );
 
 #[cfg_attr(feature = "serde", derive(Deserialize, Serialize))]
 pub struct JotdownItem<'a> {
     pub indent: Indent,
-    pub buffer: Vec<RichText>,
+    #[cfg_attr(feature = "serde", serde(borrow))]
+    pub buffer: Vec<RichText<'a>>,
     #[cfg_attr(feature = "serde", serde(with = "MetricsSerde"))]
     pub metrics: Metrics,
     pub image_url: Option<Cow<'a, str>>,
@@ -172,7 +173,7 @@ impl<'a> JotdownItem<'a> {
         );
         buffer.set_rich_text(
             font_system,
-            self.buffer.iter().map(|r| (r.0.as_str(), r.1.as_attrs())),
+            self.buffer.iter().map(|r| (r.0.as_ref(), r.1)),
             Attrs::new().family(Family::SansSerif),
             Shaping::Advanced,
         );
@@ -201,7 +202,7 @@ impl<'a, T: Iterator<Item = Event<'a>>> Iterator for JotdownBufferIter<'a, T> {
         };
 
         let buffer = (&mut jot)
-            .map(|r| RichText(r.0.to_owned(), AttrsOwned::new(r.1)))
+            .map(|r| RichText(Cow::Borrowed(r.0), r.1))
             .collect::<Vec<_>>();
         let image_url = jot.image_url;
         let urls = jot.urls;
diff --git a/src/serde_suck.rs b/src/serde_suck.rs
index a4a891d..fa0c772 100644
--- a/src/serde_suck.rs
+++ b/src/serde_suck.rs
@@ -1,6 +1,4 @@
-use cosmic_text::{
-    Align, Attrs, AttrsOwned, CacheKeyFlags, Color, FamilyOwned, Metrics, Stretch, Style, Weight,
-};
+use cosmic_text::{Align, Attrs, CacheKeyFlags, Color, Family, Metrics, Stretch, Style, Weight};
 
 use jotdown::{ListKind, OrderedListNumbering, OrderedListStyle};
 use serde::{Deserialize, Serialize};
@@ -50,9 +48,9 @@ pub struct MetricsSerde {
 }
 
 #[derive(Clone, Debug, Deserialize, Serialize)]
-#[serde(remote = "FamilyOwned")]
-pub enum FamilySerde {
-    Name(String),
+#[serde(remote = "Family")]
+pub enum FamilySerde<'a> {
+    Name(&'a str),
     Serif,
     SansSerif,
     Cursive,
@@ -118,12 +116,13 @@ mod cache_key_flags {
 }
 
 #[derive(Clone, Debug, Deserialize, Serialize)]
-#[serde(remote = "AttrsOwned")]
-pub struct AttrsSerde {
+#[serde(remote = "Attrs")]
+pub struct AttrsSerde<'a> {
     #[serde(with = "ColorOpt")]
     pub color_opt: Option<Color>,
     #[serde(with = "FamilySerde")]
-    pub family_owned: FamilyOwned,
+    #[serde(borrow)]
+    pub family: Family<'a>,
     #[serde(with = "StretchSerde")]
     pub stretch: Stretch,
     #[serde(with = "StyleSerde")]
@@ -135,20 +134,6 @@ pub struct AttrsSerde {
     pub cache_key_flags: CacheKeyFlags,
 }
 
-impl<'a> From<Attrs<'a>> for AttrsSerde {
-    fn from(value: Attrs<'a>) -> Self {
-        Self {
-            color_opt: value.color_opt,
-            family_owned: FamilyOwned::new(value.family),
-            stretch: value.stretch,
-            style: value.style,
-            weight: value.weight,
-            metadata: value.metadata,
-            cache_key_flags: value.cache_key_flags,
-        }
-    }
-}
-
 #[derive(Clone, Debug, Deserialize, Serialize)]
 #[serde(remote = "Option<Align>")]
 pub enum AlignSerde {
@@ -165,31 +150,3 @@ pub enum AlignRef {
     Justified,
     End,
 }
-
-impl AttrsSerde {
-    pub fn as_attrs(&self) -> Attrs<'_> {
-        Attrs {
-            color_opt: self.color_opt,
-            family: self.family_owned.as_family(),
-            stretch: self.stretch,
-            style: self.style,
-            weight: self.weight,
-            metadata: self.metadata,
-            cache_key_flags: CacheKeyFlags::empty(),
-        }
-    }
-}
-
-impl From<AttrsOwned> for AttrsSerde {
-    fn from(value: AttrsOwned) -> Self {
-        Self {
-            color_opt: value.color_opt,
-            family_owned: value.family_owned,
-            stretch: value.stretch,
-            style: value.style,
-            weight: value.weight,
-            metadata: value.metadata,
-            cache_key_flags: value.cache_key_flags,
-        }
-    }
-}