Brand Tone

Gentle, Affirming, and Poetic. It is also minimalist, sincere, and elegant.

Brand Values

• •Self-Affirmation and Inner Beauty
• •Authenticity and Cultural Heritage
• •Meaningful Craftsmanship
• •Subtlety and Understated Elegance
• •Connection

Best Practices

• •Lead with Emotion, Support with Detail: Always start with the feeling or the meaning behind the piece. The emotional connection (affirmation, self-love, harmony) is the primary selling point. The physical details (material, craftsmanship, origin) should follow to support the value.
• •Use a Gentle and Poetic Vocabulary: Employ words like "gentle," "whisper," "quiet," "harmony," "radiance," and "sincere." Avoid urgent, loud, or sales-heavy language (e.g., "Limited Time," "Buy Now!"). The tone should always be calm and inviting.
• •Emphasize the "Hidden" Aspect: Consistently highlight that the engraved messages are personal and private. Use phrases like "a secret reminder," "a message just for you," or "close to your heart" to reinforce the concept of inner beauty and personal significance.
• •Weave in Cultural Authenticity: Regularly and proudly mention that the brand is from Seoul, the jewelry is handcrafted, and the lettering is Korean. Explain why the Korean language is used—to convey concepts of balance and harmony. This is a key brand differentiator.
• •Maintain Visual and Textual Minimalism: Copy should be clean, concise, and surrounded by ample white space. Break up text into short, readable paragraphs. The language should be as uncluttered and intentional as the jewelry designs themselves.

Social Perception

BE.ARUM is perceived as a niche, high-end, and thoughtful brand. It is seen as aesthetically pleasing, meaningful and personal, trustworthy and high-quality, and a perfect brand for gifting.

Copy Examples

• •A gentle whisper, just for you. Our jewelry carries a quiet message of harmony and beauty, handcrafted in Seoul to be your personal reminder. Because you are, and always have been, enough. The phrase "넌 있는 그대로가 아름다워" (You are beautiful as you are) is a story you wear. #BEARUM #KoreanJewelry #SelfLove #MinimalistStyle
• •More than an adornment, this is a secret to be kept close to your heart. Handcrafted from pure 925 sterling silver in our Seoul studio, this piece features a polished front and a private message on the back. It is a tangible expression of inner beauty and quiet confidence, designed to be felt more than seen. Let it be your daily, gentle affirmation.
• •Wear Your Story. Meaningful jewelry with Korean lettering, handcrafted in Seoul to celebrate the beauty within.
• •A Reminder of Your Radiance from Seoul
• •More Than Jewelry. It's an Affirmation. Discover BE.ARUM, the Seoul-based jewelry brand that weaves beautiful Korean messages into elegant, minimalist designs. Handcrafted from sterling silver and 14K gold, each piece is a reminder that you are beautiful just as you are. The perfect meaningful gift for yourself or a loved one. Shop the collection.