Brand Tone

Warm and Approachable, Empowering and Celebratory, Transparent and Honest, Elegant and Sophisticated (with a touch of minimalist modernity), Conscious and Caring

Brand Values

• •Accessibility: Solid gold jewellery should be accessible to all.
• •Fairness and Transparency: Fair & Transparent Pricing.
• •Quality and Durability: Only Solid Gold Jewellery, Crafting from the finest materials, ensuring lasting beauty you can wear for a lifetime.
• •Sustainability and Ethical Practices: Sustainability is at the heart of our values. From recycled gold and ethically sourced gemstones to recyclable minimal packaging... In partnership with JUST ONE Tree, we plant a tree for every item sold.
• •Empowerment: We aim for our brand and products to inspire, empower, and celebrate you on your life journey.
• •Minimalism and Timeless Design: Minimalist aesthetics, contemporary minimalist creations blend timeless classics with modern flair.
• •Female Entrepreneurship: Founded by three passionate female entrepreneurs.

Best Practices

• •Always Lead with Warmth and Empathy: Address the customer directly and personally. Use inclusive language. Show that you understand their desire for beautiful, meaningful, and lasting jewellery.
• •Clearly Communicate Core Values: Regularly and naturally weave in mentions of sustainability, fair pricing, female entrepreneurship, and the quality of solid gold. Don't just state them; show how they benefit the customer and the world.
• •Maintain an Elegant yet Accessible Voice: Avoid overly technical jargon or overly casual slang. The language should feel sophisticated but also inviting and easy to understand, reflecting the 'luxury a joyful experience for all' ethos.
• •Focus on 'Story' and 'Empowerment': Encourage customers to see the jewellery as part of their personal narrative and a means of self-expression and confidence. Use phrases that evoke emotion and personal connection.
• •Be Consistent Across All Channels: Ensure the tone used on the website, in emails, on social media, in product descriptions, and even in customer service interactions is harmonious. Develop a simple brand voice guide if multiple people are creating content.

Social Perception

Highly Positive Customer Experience, Trusted for Quality, Appreciation for Aesthetics, Ethical and Conscious Choice, Gift-Worthy, Emerging Brand with Loyal Following

Copy Examples

• •Social Media Post (Instagram/Facebook - showcasing a new minimalist necklace): Simplicity that speaks volumes. ✨ Our new solid gold 'Eternity Loop' necklace is designed to be a timeless part of your story, effortlessly elegant for every single day. Crafted with recycled 14k gold, because beautiful things shouldn't cost the Earth. Wear it solo or layer it to express your unique style. P.S. For every piece you welcome into your collection, we plant a tree to help our planet flourish. #EvelynGoldJewels #SolidGold #MinimalistJewellery #SustainableStyle #EverydayLuxury
• •Email Newsletter Subject Line: Just For You: Timeless Gold & A Little Thank You 🌱 Email Body Snippet: At Evelyn Gold, we believe in celebrating life's everyday moments with pieces that last a lifetime. Discover our latest handcrafted solid gold treasures, designed by us, for you – with fair prices and a commitment to a greener future. As a little thank you for being part of our journey, enjoy [Offer] on your next piece. Wear your story.
• •Product Description (for stacking rings): Build your signature stack with our solid gold bands – where minimalist design meets lasting quality. Each ring is handcrafted with love from recycled solid gold, perfect for celebrating your unique journey, one beautiful layer at a time. Ethically sourced, fairly priced, and designed to empower you every day. What story will your stack tell? #SolidGoldRings #EthicalJewellery #MyEvelynGoldStory
• •About Us Website Snippet Reinforcing Values: Founded by three women passionate about making real, solid gold jewellery accessible to everyone, Evelyn Gold is more than just a brand – it's a promise. A promise of beautiful, handcrafted pieces without the traditional markups. A promise of sustainable practices, from recycled gold to planting a tree for every treasure you choose. We're here to help you celebrate your moments, big and small, with jewellery that's as genuine and enduring as you are. With love, Team Evelyn Gold ♡
• •Promotional Banner (Website/Social Media): Invest in Forever. Wear Your Values. ✨ Shop our collection of sustainable solid gold jewellery. Fairly priced, beautifully handcrafted, and a tree planted with every order. Discover Evelyn Gold.