Brand Tone

Sophisticated, Minimalist, and Artistic

Brand Values

• •Craftsmanship
• •Minimalism & Considered Design
• •Quality Materials
• •Artistic Integrity
• •Timelessness

Best Practices

• •Lead with the Material and Form: Always start with the essence of the product. Use clear, descriptive language (e.g., "Solid sterling silver," "Sculptural form," "Polished finish") to ground the copy in quality and design.
• •Embrace "Less is More": Keep captions and descriptions concise and impactful. Avoid unnecessary adjectives or emotional language. The brand's confidence comes from its quiet, direct tone.
• •Use Artistic & Architectural Language: Incorporate words like "form," "line," "balance," "sculptural," and "structure." This reinforces the brand's connection to fine art and design principles.
• •Consistently Mention "Handcrafted" and "Melbourne Studio": Reinforce the core values of craftsmanship and local production in product descriptions and the brand story. This builds trust and highlights the brand's unique value proposition.
• •Maintain a Refined Voice: Ensure all communication, from ad copy to customer service replies, is professional, polite, and aligned with the sophisticated brand tone. Avoid slang, emojis, or overly casual phrasing.

Social Perception

Bass Jewellery is perceived as a premium, artisan brand for individuals who appreciate contemporary design, fine art, and high-quality craftsmanship. Customers view the products as special, investment-worthy pieces rather than fast-fashion accessories. The brand is seen as trustworthy and authentic, with a strong association with its founder, Georgia Bass. The public perception is overwhelmingly positive, aligning perfectly with the image the brand projects.

Copy Examples

• •The Calder Ring. A study in form and balance, handcrafted in solid 9k gold. Available online now.
• •Sculptural yet weightless, the Arc Earrings are designed to move with you. Each pair is meticulously handcrafted in our Melbourne studio from 925 sterling silver, finished with a high polish to catch the light. A timeless statement of minimalist elegance.
• •New Forms: The latest collection from Bass Jewellery has arrived.
• •Contemporary heirlooms. Jewellery designed and handcrafted for a lifetime.
• •Art for your everyday. Discover the sculptural, handcrafted jewellery of Bass Jewellery. Each piece is made with intention in our Melbourne studio. Shop the collection.