Brand Tone

Artistic, Introspective, and Sophisticated

Brand Values

• •Self-Expression and Individuality
• •Artisanal Craftsmanship
• •Authenticity and Origin
• •Timeless Contemporary Design
• •Quality and Intention

Best Practices

• •Lead with 'Why,' Not 'What': Start with the purpose (self-expression, telling a story) before describing the product's physical attributes. Instead of 'This is a gold ring,' try 'A golden curve that tells your story.'
• •Use Evocative Adjectives: Employ words that convey feeling and artistry, such as 'meticulous,' 'intentional,' 'fluid,' 'sculptural,' and 'understated,' to reinforce the brand's sophisticated and artistic tone.
• •Emphasize the Origin and Process: Regularly mention 'Barcelona studio,' 'handcrafted,' and 'artisan techniques.' This reinforces the brand's authenticity and core value of craftsmanship.
• •Speak to the Individual: Use 'you' and 'your' to create a direct and personal connection with the reader. The copy should feel like a one-on-one conversation about their personal style and identity.
• •Maintain Understated Confidence: The tone should be confident but never boastful. Avoid superlatives like 'the best' or 'the most beautiful.' Instead, let the quality of the craft and the philosophy of the brand speak for themselves.

Social Perception

Perceived as an authentic artisan brand creating high-quality, unique, and aspirational yet accessible jewelry with a compelling story.

Copy Examples

• •More than an accessory. A quiet statement. Our Smooth OI Ring is crafted to become a seamless part of your personal narrative. Discover the piece that speaks to you.
• •Handcrafted in our Barcelona studio, the Twist Necklace captures the beauty of fluid motion. Each piece is meticulously shaped by our artisans, blending traditional techniques with a contemporary eye. A subtle emblem of your own unique journey, designed not just to be worn, but to be felt.
• •For Your Story: New Artisan Pieces from Barcelona
• •Tired of trends? Wear your identity. BAAÉM creates artisan jewelry for self-expression. Each piece is handcrafted with intention in our Barcelona studio. Find the extension of you. Shop the collection.
• •Jewelry as Character. Handcrafted for Your Identity.