Brand Tone

personal, passionate, and professional

Brand Values

• •Uniqueness and Individuality
• •Quality Craftsmanship
• •Customer Collaboration and Trust
• •Accessibility and Affordability

Best Practices

• •Lead with Passion and Purpose: Always connect the jewelry back to the "why"—celebrating unique love stories, expressing individuality, and creating something meaningful.
• •Use "We" and "You" to Foster Collaboration: Frame the design process as a partnership. Use language like "Let's create together" and "Your vision, our craftsmanship" to reinforce the brand's collaborative value.
• •Highlight the Founder's Story: Subtly weave Jo's narrative into about pages, blog posts, and even some social content. It builds authenticity and trust.
• •Emphasize Quality and Uniqueness in Detail: Instead of just saying "high-quality," describe the "ethically sourced gemstones" or the "meticulous detail in every setting." Be specific about what makes the pieces unique, like "the galaxy within a salt and pepper diamond."
• •Maintain a Personal and Approachable Tone: Even in professional communications, keep the language warm and direct. Sign off emails personally and respond to social media comments with genuine appreciation. This reflects the positive customer service experience people rave about.

Social Perception

Aurora Designs is perceived as a highly reputable and trusted independent jeweler. Customers view the brand as a go-to source for unique and custom engagement and wedding rings that offer better value and more personality than traditional chain stores. The owner, Jo, is frequently mentioned by name in reviews, indicating a strong, positive relationship between the creator and her clientele. The brand is seen as creative, reliable, and exceptional at bringing a customer's vision to life.

Copy Examples

• •For the love that is perfectly imperfect. Our new salt and pepper diamond ring celebrates the unique story written in every stone. Handcrafted for the individual, not the crowd. Let's create your future heirloom together.
• •Your love isn't off-the-shelf, so why should your rings be? At Aurora Designs, we specialize in crafting alternative wedding bands that are as unique as your relationship. From Montana sapphires to custom-carved bands, find the piece that truly represents you. Explore our collection.
• •Beyond the Traditional. Fine jewelry for the modern spirit. Discover unique gemstones, ethical materials, and bespoke designs crafted with passion and precision.
• •Have a vision? We’ll bring it to life. This listing is the first step toward your dream ring. From selecting the perfect gemstone to designing a setting that tells your story, our founder Jo will work with you every step of the way to create a piece that's yours and yours alone.
• •Hi [Customer Name], thanks for reaching out! I'm Jo, the founder and designer at Aurora Designs. I read your notes about wanting a [specific design element] and I'd love to help you create it. I believe jewelry should be a personal expression, and I'm excited to explore some ideas with you. What time works for a quick chat?