Brand Tone

Ethereal, Artisanal, and Empowering

Brand Values

• •Craftsmanship & Heritage
• •Authenticity & Storytelling
• •Conscious Creation
• •Empowerment & Sisterhood
• •Everyday Luxury & Timelessness
• •Individuality & Self-Expression

Best Practices

• •Develop a "Voice Guide": Create a document outlining core brand vocabulary (e.g., celestial, nomadic, artisan, storyteller, empower, serene, luminous), "words to avoid" (e.g., trendy, cheap, mass-produced), and sentence structure preferences (e.g., leaning towards poetic and evocative rather than overly direct or technical for descriptive copy).
• •Immerse in the Inspiration: Regularly revisit the core inspirations – the moon, nature, art, Indian heritage, and stories of women. Let these themes naturally infuse the language used.
• •Prioritize Storytelling: Instead of just describing a product's features, weave a small narrative or evoke a feeling. What mood does the piece create? What story does it suggest?
• •Maintain a Balance of Ethereal and Grounded: While the tone is often dreamy, ensure clarity about materials and craftsmanship to ground the ethereal qualities in tangible value. Highlight the "hand-forged" and "artisanal" aspects.
• •Engage Authentically: When interacting on social media or responding to customers, maintain the warm, empowering, and slightly artistic tone. If addressing concerns (like the ones about plating), respond with empathy and transparency, reinforcing the brand's commitment to quality and customer satisfaction.

Social Perception

The brand is generally perceived as offering beautiful, minimalist, and celestially-inspired jewellery that is unique and appealing. The designs are often described as elegant and bohemian.

Copy Examples

• •Instagram Post (New Collection): "Whispers of the cosmos, now yours to wear. Our new 'Celestial Hues' collection is hand-forged under the Goan sun, each piece a tiny narrative of moonlit nights and starlit dreams. Discover jewellery that tells your story. ✨ #LuneJewellery #HandcraftedMagic #CelestialStories"
• •Product Description (Earrings): "The 'Lunar Drop' earrings. Delicately crafted by our artisans, these sterling silver forms capture the quiet glow of a crescent moon. Minimal yet imbued with meaning, they’re a subtle reminder of your own inner light. Wear them as your daily connection to the serene. #ShopLune #ArtisanalJewellery #EverydayElegance"
• •Email Subject Line (Brand Story): "More Than Adornment: The Heart & Craft Behind Your Lune Piece"
• •TikTok Idea (if they were to create content - focusing on the handmade aspect): Video showing a sped-up process of a piece being handcrafted with text overlay: "From raw silver to a cosmic treasure. ✨ Our artisans pour their skill and soul into every Lune creation. #HandmadeJewellery #LuneStory #BehindTheCraft"
• •Website Banner (Promoting Values): "Lune Jewellery: Inspired by the stars, crafted by hand, designed for the modern spirit. Discover pieces that resonate with your journey. #WomanOwned #ConsciousCraft"