Brand Tone

Luxurious & Elegant, Trustworthy & Professional, Approachable & Customer-centric, Celebratory & Sentimental

Brand Values

• •Quality & Craftsmanship
• •Ethical Sourcing
• •Customer Satisfaction & Trust
• •Timeless Elegance & Lasting Value
• •Accessibility to Luxury

Best Practices

• •Emphasize "Timeless Elegance" and "Lasting Value": Use words like "exquisite," "breathtaking," "cherished," "legacy," "forever," "hand-crafted," and "meticulously designed" to convey the enduring quality and sentimental worth of the jewellery.
• •Maintain a Confident and Assuring Voice Regarding Quality and Ethics: Clearly state commitments to ethically sourced, conflict-free diamonds and superior craftsmanship. Use phrases like "certified conflict-free," "responsibly sourced," "master jewellers," and "lifetime warranty."
• •Balance Luxury with Approachability: While using sophisticated language, ensure clarity and a welcoming tone. Highlight services that make the luxury experience accessible, such as "simple to purchase," "complimentary shipping," "virtual appointments," and "competitive prices."
• •Focus on the Emotional Connection: Frame jewellery not just as a product, but as a symbol of love, milestones, and personal expression. Use storytelling and evoke feelings associated with special occasions like engagements, anniversaries, and celebrations.
• •Be Consistent Across All Platforms: Ensure that the language used on the website, social media captions (Instagram, Facebook, TikTok), email marketing, and any advertisements reflects the same core tones of luxury, trust, and celebration. Adapt the style slightly for the platform (e.g., more conversational on TikTok) but keep the underlying brand voice intact.

Social Perception

Positive Customer Experiences, Reputable & High-Quality, Trustworthy Source, Innovative & Modern

Copy Examples

• •Craft Your Forever. At Luxsso, your love story is our inspiration. Discover breathtaking engagement rings, ethically sourced and meticulously designed to be as unique as your journey together. Begin your happily ever after with a sparkle that lasts a lifetime.
• •Shine Responsibly. Indulge in the brilliance of Luxsso diamonds, knowing each precious stone is ethically sourced and conflict-free. We believe true luxury lies in beauty you can trust. Wear your values, beautifully.
• •Your Vision, Our Craftsmanship. Dream of a one-of-a-kind piece? The Luxsso custom design experience brings your unique jewellery aspirations to life. Collaborate with our master jewellers and create a timeless treasure that tells your personal story.
• •Celebrate Your Milestones in Diamond. Mark life’s precious moments with the enduring elegance of Luxsso. For a limited time, enjoy [Discount/Offer] on our curated collection of anniversary bands and timeless gifts. Because every memory deserves to sparkle.
• •Experience the Luxsso Difference. From the heart of Australia, we bring you exquisite diamond jewellery that blends timeless European design with contemporary brilliance. Uncompromising quality, ethical sourcing, and a touch of personalized luxury await. Explore our collections online.