Brand Tone

Artisanal & Handcrafted, Personal & Story-driven, Elegant & Sophisticated, Ethical & Trustworthy, Passionate & Appreciative

Brand Values

• •Craftsmanship: Dedication to high-quality, handmade jewellery.
• •Uniqueness & Personalization: Creating bespoke pieces that are unique to the individual.
• •Ethical Sourcing & Sustainability: Commitment to using ethically sourced and sustainable materials.
• •Storytelling: Believing that jewellery should be a medium for personal expression and narrative.
• •Quality: Using fine materials and detailed techniques to create lasting pieces.
• •Heritage/Legacy: Creating pieces that can become heirlooms.

Best Practices

• •Develop a Brand Voice Guide: Document key elements of the brand tone (e.g., "elegant yet approachable," "story-focused," "artisanal") with examples of "do's and don'ts" for language and phrasing.
• •Emphasize Storytelling: Consistently weave narratives into product descriptions, social media posts, and website content. Focus on the "why" behind a piece, its inspiration, or the story it can help the wearer tell.
• •Use High-Quality, Evocative Language: Choose words that reflect the craftsmanship, quality of materials, and emotional connection of the jewellery (e.g., "meticulous," "radiant," "cherished," "bespoke," "heirloom").
• •Maintain Visual-Verbal Harmony: Ensure the tone of the copy aligns with the aesthetic of the visuals used on the website and social media. If images are elegant and sophisticated, the copy should mirror this.
• •Prioritize Authenticity and Personal Connection: When interacting with customers online (comments, messages), maintain a warm, personal, and appreciative tone that reflects the bespoke nature of the service. Share the passion behind the brand.

Social Perception

Blackwood Ave aims to be perceived as a high-quality, bespoke jeweller that values artistry, ethical practices, and personal connection. The emphasis is on luxury, craftsmanship, and the emotional significance of their pieces.

Copy Examples

• •More than a ring, it's a chapter of your unique love story, meticulously handcrafted to last a lifetime. Let's create a symbol as timeless and individual as your bond. #BespokeBridal #HeirloomQuality #BlackwoodAveStory
• •Beauty that feels as good as it looks. At Blackwood Ave, every gemstone is ethically sourced, every piece handcrafted with sustainable practices, because conscious creation is at the heart of true luxury. #EthicalJewellery #SustainableLuxury #CraftedWithCare
• •Discover the 'Signature Sparkle' earrings – where timeless design meets artisan craftsmanship. Each facet is a testament to understated elegance, ready to illuminate your everyday or grace your most cherished moments. #HandmadeJewellery #BlackwoodAve #ElegantSimplicity
• •Breathe new life into treasured memories. Our bespoke remodelling service transforms your inherited or existing jewellery into a contemporary masterpiece that continues your story. Honour the past, celebrate the future. #JewelleryRemodelling #CustomDesign #BlackwoodAveLegacy
• •Blackwood Ave: Crafting exquisite, story-driven jewellery for life's most precious moments. Bespoke designs, ethically sourced, and passionately handmade in Melbourne. ✨ Tell your story with us.