Brand Tone

Aspirational yet Accessible, Friendly and Approachable, Curated and Thoughtful, Inspiring and Elegant, Slightly Feminine

Brand Values

• •Quality and Craftsmanship
• •Uniqueness and Style
• •Customer Delight
• •Passion for Homewares and Gifting
• •Support for Designers and Artisans
• •Thoughtful Curation

Best Practices

• •Embrace "Thoughtful" Language: Use words that convey care, curation, and intention (e.g., "carefully selected," "mindfully crafted," "designed to inspire," "handpicked").
• •Focus on the Feeling: Describe not just the product, but the experience or emotion it evokes (e.g., "create a cozy haven," "add a touch of sparkle," "the joy of giving").
• •Maintain a Light and Positive Voice: Keep the language optimistic, warm, and inviting. Avoid overly technical jargon or overly casual slang.
• •Speak to Aspiration with Accessibility: Frame products as ways to enhance one's lifestyle or home beautifully, without sounding exclusive or out of reach. Highlight quality and uniqueness but ensure the tone remains welcoming.
• •Engage with Gentle Questions: On social media, encourage interaction by asking light, relevant questions that align with home, style, and gifting (e.g., "What's your favourite way to style your coffee table?" "Who in your life deserves a little treat?").

Social Perception

Positive, Reliable, Stylish and Tasteful, Good for Gifting, Independent/Boutique Feel

Copy Examples

• •Product Description (Candle): "Illuminate your evenings with our 'Serene Escape' botanical candle. Hand-poured with soy wax and infused with calming lavender and chamomile, it’s more than a fragrance – it's an invitation to unwind. Perfect for creating your own tranquil sanctuary at home."
• •Instagram Caption (New Jewellery Arrival): "Hello, sparkle! ✨ Our new 'Celestial Dreams' necklace has just landed, and we're already smitten. Delicately crafted and designed to catch the light (and compliments!). Who would you gift this little piece of magic to? Tag them below! #AurinaJewellery #NewCollection #GiftIdeas #UnderstatedElegance"
• •Email Subject Line (Promotion): "Discover Something Beautiful: 20% Off Your Next Homeware Love Affair"
• •Facebook Post (Blog Promotion): "Struggling to find that perfect, thoughtful gift? Our latest blog post is brimming with unique ideas for every personality on your list! From the homebody to the adventurer, we’ve curated a guide to make your gifting joyful and effortless. Read it here: [Link] #AurinaLoves #GiftGuide #ThoughtfulGifting #ShopSmallUK"
• •Website Banner (Homepage): "Crafting Beautiful Spaces, One Thoughtful Piece at a Time. Explore Curated Homewares & Gifts."