Brand Tone

Poetic & Literary, Personal & Vulnerable, Authentic & Handcrafted, Mystical & Talismanic, Thoughtful & Evocative

Brand Values

• •Storytelling
• •Imperfection & Vulnerability
• •Craftsmanship & Heritage
• •Sustainability & Responsibility
• •Emotional Connection & Empowerment
• •Community

Best Practices

• •Embrace Poetic Language: Use metaphors, evocative descriptions, and literary allusions that resonate with Dante's work and the concept of storytelling. Don't just describe the jewelry; describe the feeling or story it evokes.
• •Highlight Imperfection as Beauty: Consistently refer to the unique, handcrafted, and "imperfect" nature of the pieces as a desirable quality, linking it to human vulnerability and strength.
• •Weave in the Founder's Narrative (Subtly or Directly): The brand's origin story is powerful. Reference the journey of finding light in darkness, or the personal act of creation, to maintain authenticity and emotional connection.
• •Speak of Jewelry as Talismans and Heirlooms: Position the pieces as more than accessories. They are carriers of stories, sources of strength, and objects to be treasured and passed down. Use words like "talisman," "armour," "heirloom," "journey."
• •Maintain a Tone of Thoughtful Vulnerability: The brand voice should feel personal, honest, and reflective, inviting customers to connect on an emotional level. It’s not about overt selling, but about sharing meaning and inviting participation in the brand’s world.

Social Perception

Unique & Artistic, Meaningful & Personal, High Quality & Handcrafted, Authentic & Founder-Led, Sustainable & Ethical, Aspirational & Cult Following

Copy Examples

• •Instagram Post (New Collection): Lost in the shadowed wood, only to find the stars. Our new collection, 'Canto Nuovo,' explores the journey through darkness and into unexpected light. Each piece, a fragment of a larger story, waiting to become part of yours. Handcrafted in recycled gold, designed to be your guiding talisman. #Alighieri #ModernHeirloom #StorytellingJewellery #HandcraftedInLondon
• •Product Description (Leone Medallion): The Leone Medallion, our eternal North Star. Inspired by Dante's moment of fear and sudden courage in the face of the lion. This imperfectly beautiful lion is a reminder of the strength found in vulnerability. Cast in recycled bronze from an ancient coin, let it be your daily armour, your personal story of bravery.
• •Email Newsletter Subject: Find Your Verse_. Dear [Customer Name], Like verses in a timeless poem, each Alighieri piece carries a whisper of a story. Perhaps it's the resilience of an imperfect pearl, or the glint of courage in a golden lion. Discover the narratives woven into our latest arrivals, modern heirlooms designed not just to be worn, but to be felt. What story will you tell?
• •Brand Story Snippet (Website): Alighieri was born from a desire to find light in the selva oscura – the dark wood. Founder Rosh Mahtani, armed with Dante's words and molten wax, began crafting talismans of strength, imperfection, and hope. Today, each piece is still handcrafted in London, a testament to the enduring power of stories and the beauty of human experience.
• •Social Media Ad (Targeting conscious consumers): Jewellery that tells a story, crafted with intention. At Alighieri, every modern heirloom is made in London using 100% recycled gold and silver. Wear a piece of poetry, knowing its beauty doesn’t cost the Earth. Explore our sustainable talismans. #Alighieri #SustainableLuxury #EthicalJewellery #MadeInLondon