Brand Tone

Artisanal & Passionate, Elegant & Refined, Personal & Approachable, Detail-Oriented & Knowledgeable

Brand Values

• •Craftsmanship
• •Quality Materials
• •Unique Design
• •Collaboration & Partnership
• •Bespoke Service & Personalization
• •Sustainability/Ethical Sourcing (Implied)

Best Practices

• •Emphasize Craftsmanship & Detail: Always highlight the handmade nature, the skill involved, and the specific details of the materials and techniques. Use descriptive language that appeals to the senses (e.g., "tactile finish," "delicate sparkle").
• •Tell the Story: Whether it's the inspiration behind a collection, the process of making a piece, or the story of a bespoke commission, narrative engages and reinforces the personal, artisanal aspect of the brand.
• •Maintain Elegance and Sophistication: Use refined language. Avoid slang or overly casual phrasing. Ensure grammar and spelling are impeccable. The tone should reflect the quality of the jewellery.
• •Be Personal and Authentic: Remind the audience of the people behind the brand (Polly and Lucy). Share insights into their passion and workshop. This builds connection and trust, differentiating from larger, impersonal brands.
• •Focus on Value and Longevity: Position the jewellery not as fleeting fashion, but as timeless pieces, heirlooms, and investments in artistry and quality. This aligns with the use of precious materials and bespoke services.

Social Perception

Respected Artisans, Niche Appeal, Trustworthy, Aspirational yet Accessible

Copy Examples

• •Instagram Post (New Collection): "Introducing the 'Coastal Whisper' collection. Each piece, handcrafted in our London studio from recycled sterling silver and ethically sourced sapphires, captures the serene textures of the shoreline. Discover the artistry, feel the story. #AldridgeAndSupple #HandmadeJewellery #EthicalLuxury #ContemporaryDesign #NewArrivals"
• •Website About Us Snippet: "At Aldridge & Supple, every curve, every setting, every polish is a testament to our shared devotion to the art of jewellery. Polly and Lucy bring together decades of experience, a passion for traditional techniques, and a contemporary vision to create pieces that are not just worn, but cherished."
• •Bespoke Service Promotion: "Imagine a piece that tells your unique story. Our bespoke service invites you into the heart of creation. Collaborate with us to transform your vision – or a treasured heirloom – into an exquisitely crafted jewel that’s undeniably yours. Book a consultation to begin your journey."
• •Email Newsletter Subject: "Behind the Bench: A Glimpse into Our Latest Creations ✨" * Email Body Snippet: "This month, we've been engrossed in the delicate dance of shaping gold and setting gemstones for a series of bespoke engagement rings. We believe the beauty of a piece lies not just in its final form, but in the meticulous care and passion poured into its creation. See our latest ready-to-wear inspirations, born from this dedication..."
• •Product Description (e.g., for a specific ring): "The 'Forest Canopy' Ring. Hand-forged in 18ct yellow gold, this ring features a constellation of conflict-free diamonds nestled within organically textured detailing, reminiscent of sunlight filtering through leaves. A wearable piece of art, designed and made with passion by Aldridge & Supple."