Brand Tone

Elegant & Sophisticated, Approachable & Warm, Informative & Helpful, Conscious & Ethical, Aspirational yet Attainable

Brand Values

• •Quality Craftsmanship
• •Timeless Design
• •Ethical Sourcing
• •Accessible Luxury
• •Customer Connection
• •Understated Elegance

Best Practices

• •Embrace Elegant Simplicity: Use clear, concise language that is sophisticated but not overly complex or alienating. Avoid jargon where possible, or explain it gently.
• •Highlight Core Values: Consistently weave in mentions of ethical sourcing, quality craftsmanship, and timeless design in product descriptions, social media, and marketing materials.
• •Maintain Visual & Verbal Cohesion: Ensure the tone of the copy always aligns with the minimalist, elegant, and warm aesthetic of the brand's visuals.
• •Speak to "Her" Aspiration and Reality: Acknowledge the desire for beautiful, luxurious items while emphasizing their suitability and accessibility for everyday life. Frame jewelry as an enhancement to her existing style and daily experiences.
• •Be Authentically Informative: Share knowledge about materials, care, and styling in a genuine, helpful way, reinforcing the brand's authority and trustworthiness without being condescending. Focus on adding value to the customer's experience.

Social Perception

Customers generally perceive Berner & Co. as a provider of beautiful, high-quality, and delicate fine jewelry. The commitment to ethical sourcing is noted and appreciated by a segment of their audience. The brand is seen as trustworthy, with positive comments regarding product quality and customer service. The aesthetic is widely regarded as elegant, minimalist, and suitable for everyday wear. There's an appreciation for the "investment piece" quality that can still be worn regularly.

Copy Examples

• •Adorn your everyday. Our Solitaire Diamond Pendant, meticulously handcrafted from 14k recycled gold and featuring an ethically sourced, brilliant-cut diamond, offers a whisper of timeless elegance. Designed for life's simple moments and grand occasions alike.
• •Golden hour glow, elevated. ✨ Discover the subtle radiance of our new Classic Hoops – your perfect companion from morning coffee to evening soirées. Ethically crafted, designed to last. #BernerAndCo #EverydayLuxury #FineJewelry #EthicallySourcedGold
• •Timeless Pieces, Consciously Crafted | Your Everyday Elegance Awaits
• •Lasting Beauty, Responsibly Made. Explore Fine Jewelry Designed for Your Story.
• •Choosing your signature piece of jewelry is a personal journey. At Berner & Co., we believe in empowering that journey with pieces that are not only beautiful but also consciously created. Let's explore how to find the perfect everyday necklace that speaks to your style and values.