Brand Tone

Personal & Sentimental, Elegant & Dainty, Approachable & Friendly, Empowering & Individualistic, Trustworthy & Quality-Focused

Brand Values

• •Personalisation & Individuality
• •Quality Craftsmanship
• •Customer Connection & Satisfaction
• •Meaningful Gifting
• •Sustainability
• •Embracing Beauty

Best Practices

• •Emphasise the 'Personal': Always bring the copy back to the individual – their story, their loved ones, their unique style. Use 'you' and 'your' frequently.
• •Use Evocative & Sentimental Language: Words like 'cherish,' 'meaningful,' 'story,' 'love,' 'connection,' and 'memories' resonate with the brand's core.
• •Maintain an Elegant & Refined Voice: Keep the language sophisticated but accessible. Avoid overly casual slang while still being warm and friendly.
• •Highlight Craftsmanship & Quality: Subtly weave in details about materials (recycled silver, 925 sterling, gold plating) and the handcrafted nature of the items to build trust and justify value.
• •Show, Don't Just Tell, the Individuality: Instead of just saying 'be unique,' give examples of how customers can personalise items to reflect their identity or relationships (e.g., 'celebrate your heritage with a name necklace in your language,' 'carry a loved one's touch with our fingerprint jewellery').

Social Perception

Apsley & Heron is perceived as a reputable provider of beautiful, high-quality, and delicate personalised jewellery. Customers view them as a go-to brand for meaningful and unique gifts, particularly for items like name necklaces and engraved pieces. The brand is associated with good value for money, offering quality pieces at accessible price points, often with sales or discounts noted on Etsy. They are seen as reliable, with good communication and fast shipping. The aesthetic is widely appreciated as lovely, dainty, and well-packaged.

Copy Examples

• •Introducing our 'Whispers Collection' – delicate, personalised pieces designed to tell your unique story. Handcrafted in London from recycled sterling silver, because your memories deserve to shine sustainably. Discover yours.
• •This Mother's Day, give a gift as unique as her love. Engrave her children's handwriting on a timeless sterling silver pendant, a keepsake she'll cherish forever. Lovingly handcrafted by Apsley & Heron.
• •Dreaming of a one-of-a-kind piece? At Apsley & Heron, we turn your vision into reality. Let’s craft your story in silver and gold. Get in touch for a bespoke consultation.
• •Your style. Your story. Our craftsmanship. Express your beautiful individuality with a personalised name necklace, available in your choice of font and finish. Create your signature piece today.
• •Make their birthday unforgettable. Apsley & Heron’s personalised jewellery, from initial rings to custom map pendants, arrives beautifully packaged and ready to wow. The perfect gift, made with love in London.