Brand Tone

Elegant, sophisticated, artisanal, authentic, professional, and trustworthy.

Brand Values

• •Craftsmanship & Quality: Central to their identity, with repeated mentions of "handmade," "premium materials," and "meticulously crafted" products.
• •Heritage & Tradition: Proudly highlighting their "three generations" family involvement in lighting design.
• •Elegance & Distinctive Design: Offering unique, statement pieces that add character and sophistication to interiors, including Art Deco and sculptural styles.
• •Customer Satisfaction: Demonstrated by their high Etsy ratings, focus on "speedy replies," "smooth shipping," and striving for "optimal customer satisfaction."
• •Collaboration & Support: Providing dedicated services for design professionals.

Best Practices

• •Emphasize Heritage and Craftsmanship: Consistently weave in the story of their family tradition, handmade processes, and Istanbul origins to reinforce authenticity and artisanal value.
• •Use Elegant and Evocative Language: Employ descriptive adjectives that convey sophistication, quality, and the unique character of the lights (e.g., "meticulously crafted," "sculptural," "timeless," "radiant," "bespoke").
• •Highlight Customer Success and Positive Feedback: Share testimonials and positive reviews (especially those that speak to quality and design) to build trust and reinforce the brand's reputation.
• •Be Professional and Responsive in all Communications: Whether it's an Instagram comment, an email inquiry, or an Etsy message, maintain a polite, helpful, and professional tone, reflecting the "speedy replies" and "top-notch support" they are known for.
• •Showcase the versatility of their lighting fixtures: In their communications, Arell Lighting could provide scenarios where one can use the products (e.g. ambient lighting, art deco, etc)

Social Perception

A provider of beautiful, high-quality, and unique lighting. They are reliable, service-oriented, artistic, and high-end, and are perceived as a more exclusive, artisanal brand rather than a mass-market supplier.

Copy Examples

• •"Its warm, ambient glow and intricate detailing bring a touch of heritage and modern sophistication to your most cherished spaces. #ArellLighting #HandmadeHeritage #ArtisanalLighting #InteriorDesignInspo #LuxuryLighting"
• •Discover our AREL PRO benefits: [Link]
• •We blend time-honored techniques with an eye for modern elegance, ensuring every piece is a work of art, built to last.
• •Elevate your space with our sculptural lighting collection. Each piece is meticulously crafted by skilled artisans in Istanbul, blending time-honored techniques with modern design.
• •Explore the Art Deco Collection: A celebration of timeless elegance, handcrafted with premium materials. Free worldwide delivery.