Brand Tone

Personal, Elegant, and Artisanal

Brand Values

• •Craftsmanship & Quality
• •Uniqueness & Self-Expression
• •Natural & Organic Inspiration
• •Sustainability
• •Danish Design Heritage

Best Practices

• •Always emphasize the artisanal nature of the jewelry. Use words like "handcrafted," "hand-formed," "artisan," and "studio-made" to constantly reinforce that each item is a piece of art, not a factory product.
• •Consistently draw a line from the design inspiration (nature, organic shapes) to the final product. This creates a cohesive and romantic narrative that resonates with the brand's aesthetic.
• •Specifically mention the high-quality materials used (e.g., "9k solid gold," "ethically sourced pearls") and reiterate the commitment to sustainability, such as using recycled gold. This builds trust and justifies the premium positioning.
• •Write copy from a personal perspective ("I believe," "My inspiration comes from"). This maintains the intimate, trustworthy connection with the customer and reinforces the idea that they are buying from a person, not a faceless company.
• •Choose words that reflect the product's aesthetic. Opt for terms like "delicate," "subtle," "elegant," "flowing," and "timeless" to maintain a consistent tone of refined sophistication across all platforms.

Social Perception

High-Quality Artisan Product, Trustworthy & Personal Business, Authentic & Stylish

Copy Examples

• •Inspired by the first days of spring. Our new Blossom Earrings are handcrafted from 9k recycled gold, each petal shaped by hand to be as unique as you are. Wear a piece of nature's art. #HandmadeJewellery #BirgitAxters #DanishDesign #ElegantSimplicity #SustainableLuxury
• •Art, From My Hands To Yours. From a small studio in London, I pour my passion for Danish design and organic shapes into every piece of jewellery I create. My name is Birgit Axters, and I believe in jewellery that tells a story. Discover unique, handmade pieces made with love and the finest sustainable materials. #BirgitAxtersJewellery #ArtisanMade #FineJewellery
• •Timeless Pieces, Uniquely Yours. Explore our collection of fine jewellery, handcrafted with inspiration from nature and a passion for Danish design.
• •A New Story Unfolds | The Organic Forms Collection is Here.
• •A bold meeting of elegance and nature. Our Snake and Pearl Earring is designed to make a statement, coiling gracefully with a luminous pearl drop. Hand-formed from 24ct gold plated sterling silver, this piece channels a raw yet refined energy. Perfect for those who love to mix timeless pearls with a touch of the wild. Every curve is unique, just like your story.