Brand Tone

Elegant, Personal, and Passionate. The brand uses sophisticated, aspirational language, connects through the founder's personal journey, and conveys a genuine love for the craft and materials.

Brand Values

• •Quality Craftsmanship
• •Individuality and Uniqueness
• •Conscious Production (Slow Fashion)
• •Accessible Luxury
• •Customer-Centric Service

Best Practices

• •Lead with the 'Handmade' Story: Always emphasize that pieces are handmade, hand-knotted, and made in London. This is your strongest differentiator and connects directly to your core values of craftsmanship and personal touch.
• •Use Evocative, Sensory Language: Instead of just listing materials, describe them. Use phrases like "luminous pearls," "earthy tones," "organic textures," and "vibrant world of handmade jewellery" to create an emotional connection.
• •Weave in 'Slow Fashion' Principles: Subtly mention "small batches," "conscious craftsmanship," and "made to last." This appeals to a growing market of mindful consumers and reinforces brand integrity.
• •Highlight Versatility and Personalization: Frame the jewellery as "modern heirlooms," "everyday elegance," and perfect for "stacking." This encourages customers to see the pieces as integral, personal parts of their own style.
• •Maintain a Personal and Passionate Voice: Whether writing a product description or an Instagram caption, write from the founder's perspective. Use "we" and "our" and share the passion behind the craft. This transforms the brand from a faceless retailer into a personal, trusted creator.

Social Perception

Highly Positive and Trusted. Customers and partners perceive Artemina Jewellery as a high-quality, trustworthy, and aesthetically pleasing brand, consistently praising the beauty and quality of the jewelry. The brand is seen as reliable and communicative, building a strong reputation for its beautiful, well-made products and the founder's hands-on approach.

Copy Examples

• •Introducing 'The Sunstone Collection'—where earthy tones and organic textures meet timeless design. Each piece is hand-knotted in our London studio, a quiet celebration of conscious craftsmanship and the unique beauty of every gemstone. Discover your modern heirloom. #ArteminaJewellery #HandmadeJewellery #SlowFashion
• •A delicate dance of color and light. This necklace features luminous freshwater pearls and rich amethyst beads, knotted by hand on fine silk. Designed for everyday elegance, it's a personal piece of art you can wear close to your heart. Perfect for layering or as a standalone statement.
• •Give a gift that tells a story. At Artemina Jewellery, every piece is handmade with passion, making each necklace and bracelet truly one-of-a-kind. From our studio to their jewellery box, it’s more than a gift—it’s a treasured keepsake. Enjoy 15% off your first order.
• •Founded from a love for art and a passion for making, Artemina Jewellery offers unique, handmade treasures from the heart of London. Founder Diana is committed to slow fashion, creating each piece in small batches to ensure quality and minimise waste. Our designs reflect the soft beauty of the natural world, made to be cherished for years to come.
• •Create a look that is entirely your own. Our collection of demi-fine bracelets is designed for effortless stacking. Mix gemstones, match textures, and tell your own color story. Handcrafted for everyday luxury, because you deserve beautiful things.