Brand Tone

Artisanal, Mindful, and Minimalist

Brand Values

• •Craftsmanship
• •Nature
• •Uniqueness & Self-Expression
• •Authenticity
• •Simplicity

Best Practices

• •Lead with the 'Why': Always connect the product back to the core values. It's not just a 'ring,' it's a 'symbol of clarity.' It's not just 'handmade,' it's 'made with intention.' This reinforces the mindful, artisanal tone.
• •Use a Sensory and Natural Lexicon: Incorporate words that evoke texture, nature, and emotion. Use terms like raw, polished, serene, earth, whisper, quiet, radiant, soul, intention, handcrafted, artisan. Avoid overly commercial or loud language like "Huge Sale!" or "Buy Now!" Opt for gentler calls-to-action like "Discover the Collection" or "Find Your Piece."
• •Tell the Sisters' Story: Weave the narrative of the two artisan sisters into copy where appropriate, especially in brand-level marketing (ads, about page, emails). This builds authenticity and creates a human connection that larger brands cannot replicate.
• •Educate Gently: When mentioning the natural stones, briefly and simply state their associated meaning or property (e.g., 'Moonstone for new beginnings'). This adds value beyond the aesthetic and aligns with the mindful tone without being overly esoteric.
• •Maintain Visual and Textual Harmony: Ensure the clean, minimalist photography is always paired with copy that reflects the same ethos. The language should be as uncluttered and beautiful as the images. Use ample white space in web design and keep social media captions concise and impactful.

Social Perception

Due to the overwhelming online presence of the B&B, the social perception of the Aubergelit jewelry brand is currently neutral to non-existent in the wider public sphere. All search results and reviews point to the accommodation in Canada. Within its own social media bubble (Instagram followers), the perception is likely positive among its niche audience, but there is no external data to support a broader analysis. The primary challenge for the brand is establishing a distinct online identity.

Copy Examples

• •Still your mind. Adorn your hands. Our new Amethyst Solitaire Ring is handcrafted to be a quiet reminder of the calm within you. Each stone, unique. Each setting, made with intention. Discover yours. #Aubergelit #HandmadeJewelry #Amethyst #MindfulAdornment #ArtisanJewelry
• •More Than an Accessory. It's a Connection. At Aubergelit, we don't just make jewelry. We craft connections to the natural world. Founded by two sisters with a passion for artistry, each piece is handmade with authentic, natural stones. Find the one that speaks to your soul. Shop our collection today.
• •Handcrafted for the individual. Inspired by nature. Welcome to Aubergelit.
• •A whisper of affection, worn close to the heart. Our 'First Love' necklace features a hand-selected, raw-cut rose quartz, the stone of unconditional love. Suspended on a delicate, 14k gold-filled chain, its minimalist design allows the stone's natural beauty to shine. Each necklace is handmade by our artisans, making yours truly one-of-a-kind. A perfect piece for daily wear or as a meaningful gift.
• •It started with two sisters and a box of stones. We believed jewelry could be more personal, more natural, more *real*. That’s why every Aubergelit piece is crafted by hand in our small studio. We don't mass-produce. We pour our passion into creating unique adornments that feel like they were made just for you.