Brand Tone

Elegant and Timeless, Artisanal and Handcrafted, Nature-Inspired and Authentic, Personal and Story-Driven, Conscious and Ethical, Warm and Inviting

Brand Values

• •Craftsmanship and Quality
• •Sustainability and Responsibility
• •Timelessness and Longevity
• •Authenticity and Connection to Place
• •Personalization and Individuality
• •Customer Experience

Best Practices

• •Anchor in Authenticity: Always draw back to Annika's personal story, her journey as a goldsmith, and her genuine passion for her craft and for Gotland. This builds trust and a personal connection.
• •Weave in Nature's Narrative: Consistently use evocative language and imagery inspired by Gotland's unique landscape, coastline, fossils, and atmosphere. This reinforces the brand's primary inspiration and differentiates it.
• •Spotlight Sustainable Craftsmanship: Clearly communicate the use of recycled gold/silver and conflict-free stones in product descriptions and brand stories. Emphasize the "handmade" and "forged" aspects to highlight the artisanal quality.
• •Speak to Timelessness and Legacy: Frame the jewellery not as fleeting fashion, but as enduring pieces meant to be cherished for a lifetime and potentially passed down. Use words like "timeless," "heirloom," "legacy," "cherished."
• •Maintain an Elegant and Warm Voice: Combine sophisticated and descriptive language with a warm, approachable, and personal tone, especially when discussing bespoke services or the emotional connection to jewellery. Reflect the "memorable experience" the brand wishes to offer.

Social Perception

Artisanal and Unique, High-Quality and Trustworthy, Personal and Bespoke, Sustainable and Conscious, Niche and Discerning Clientele

Copy Examples

• •Headline: Whispers of Gotland, Forged in Gold. Body: "Discover Annika Gustavsson Jewellery, where the rugged beauty of Gotland's shores is transformed into timeless treasures. Each piece, handcrafted in our Visby studio from recycled gold and ethically sourced gemstones, carries a story waiting to become part of yours."
• •Headline: Your Story, Uniquely Cast. Body: "Beyond trends, beyond compare. Let us craft your bespoke engagement or wedding ring, a singular reflection of your journey together. Annika works with you, infusing your personality and desires into a piece designed to be cherished for a lifetime."
• •Headline: Sustainable Elegance, Enduring Style. Body: "Embrace beauty that honors the earth. Our commitment to recycled precious metals and conflict-free stones means every Annika Gustavsson piece is a conscious choice for timeless style. Jewellery to live in, love, and pass on."
• •Headline: The Art of Gotland, Adorning Your Every Day. Body: "From the fossil-strewn beaches to the serene light of the island, find the soul of Gotland in our distinct collections. Hand-forged with passion, these are pieces that speak of nature's artistry and the enduring allure of genuine craftsmanship."
• •Headline: More Than Jewellery, A Legacy of Love. Body: "Bring us your inherited gold, your cherished memories. At Annika Gustavsson Jewellery, we believe in the beauty of reuse, transforming precious heirlooms into new bespoke pieces that continue their story with you. The world's oldest recycling business, reimagined for today."