Brand Tone

Aspirational, romantic, and sophisticated, with an artistic and slightly unconventional edge. On social media, particularly TikTok, the tone shifts to be more approachable, trendy, and personal, using humor and relatable concepts to connect with a younger audience while maintaining focus on luxury and uniqueness.

Brand Values

• •Artistry and Craftsmanship
• •Individuality and Uniqueness
• •Empowerment and Inclusivity
• •Quality and Timelessness
• •Personal Connection

Best Practices

• •Lead with the "Why": Always ground the copy in the brand's core values of artistry, individuality, and empowerment. Whether describing a product or announcing a sale, connect it back to the idea of creating a unique, meaningful heirloom.
• •Use Evocative, Romantic Language: Employ descriptive and sophisticated words like "meticulously," "heirloom," "timeless," "artistry," and "reimagined." This reinforces the high-end, artistic nature of the jewelry.
• •Balance Aspiration with Approachability: While the main tone is sophisticated, use social media to be more personal and relatable. Share behind-the-scenes content, founder Q&As, and user-generated photos to build a stronger community and show the human side of the brand.
• •Champion Customer Stories: Actively collect and share customer proposal stories and photos (with permission). This not only provides social proof but also reinforces the brand's value of celebrating individual love stories.
• •Maintain Visual and Verbal Consistency: Ensure that the elegant and artistic tone of the copy is always matched by high-quality, professional, and aesthetically consistent visuals across all platforms, from the website to the TikTok feed. The visual identity should feel as curated and special as the jewelry itself.

Social Perception

Perceived as a high-end, trustworthy brand for unique and beautiful engagement rings, offering a personalized experience and an attractive alternative to mainstream jewelers. Customers feel a strong connection to the brand, valuing the unique designs, craftsmanship, and the feeling of owning a special, non-traditional piece of art with a modern-meets-vintage aesthetic.

Copy Examples

• •Some stories aren't meant to be told in a single word. Our latest Diamond Mosaic ring is a composition of light and shadow, with each hand-selected diamond playing its part in a greater narrative. A modern heirloom for a love that's anything but ordinary. #BerlingerBridal #ArtDecoReimagined #UniqueEngagementRing
• •Your love is a masterpiece. Your ring should be too. Collaborate with our designers to translate your unique story into a wearable work of art. The journey to 'the one' starts here. [Link to Custom Design Page]
• •POV: You wanted an engagement ring that felt like it was pulled from a different era but made just for you. (Video shows close-ups of a vintage-inspired ring's intricate details). #VintageInspired #ArtDecoJewelry #HandmadeInLA
• •Don't settle for the expected. At Berlinger, we believe in celebrating love in all its forms with rings that are as unique as your relationship. Inspired by the timeless elegance of the past, crafted for the modern love story. #LoveAndEquality #BerlingerJewelry #HeirloomQuality
• •An ode to artistry. Our floral-inspired engagement rings are for the romantic at heart who finds beauty in the details. Handcrafted in Los Angeles, each petal and leaf is a testament to timeless craftsmanship. #FloralEngagementRing #UniqueRings #Berlinger