Brand Tone

Authentic & Sincere, Ethical & Conscious, Warm & Approachable, Appreciative & Respectful, Story-driven & Evocative, Understatedly Elegant & Natural

Brand Values

• •Ethical Production
• •Sustainability
• •Craftsmanship & Quality
• •Uniqueness & Individuality
• •Transparency
• •Connection

Best Practices

• •Always Lead with Your 'Why': Remind your audience of your ethical commitments and the story behind the brand in various forms of communication. Don't just sell a product; sell the values and the impact.
• •Use Warm, Inclusive, and Respectful Language: Address your audience directly and personally. Avoid overly technical jargon or exclusive language. Reflect the respect you have for your artisans and the environment in your tone.
• •Highlight the 'Handmade' and 'Natural' Aspects: Emphasize the uniqueness that comes from handcrafted processes and natural materials. Use descriptive words that evoke texture, origin, and the maker's touch (e.g., "hand-carved," "sun-kissed wood," "earthy tones").
• •Tell Stories, Don't Just List Features: Whether it's about the artisan, the material's origin, or the design inspiration, storytelling creates an emotional connection that reinforces your brand values far more effectively than a simple list of product attributes.
• •Maintain Visual and Verbal Harmony: Ensure your copy's tone aligns with your visual branding (which is already strong for Branch Jewellery – natural, clean, authentic). The words should feel like they belong with the images, creating a cohesive and trustworthy brand experience across all platforms.

Social Perception

Positive & Respected, Trusted, Artistic & Unique, Conscious Choice, Niche but Growing Appeal

Copy Examples

• •Product Description (e.g., Wooden Earrings): Handcrafted from sustainably sourced sonokeling wood by our artisan partners in Bali, these lightweight earrings whisper tales of ancient forests and skilled hands. Each pair features unique natural grains, making your piece truly one-of-a-kind. Wear a story of ethical elegance.
• •Instagram Post: Sunrise hues and natural textures. ✨ Our new collection is inspired by the quiet beauty of the Indonesian landscape, handcrafted with love and respect for both people and planet. Discover pieces that connect you to the earth. #BranchJewellery #EthicalStyle #SustainableLuxury #HandmadeWithLove
• •Email Newsletter Snippet: Dear [Customer Name], This month, we want to take you behind the scenes to meet Kadek, one of the incredible artisans who brings our designs to life. Your support helps us empower Kadek and her community through fair wages and continued partnership. Read her story and see the impact of your conscious choice on our blog.
• •Facebook Ad Copy: Looking for jewellery that’s as unique and principled as you are? Branch Jewellery offers handcrafted pieces made from beautiful, sustainable materials. Empower artisans and wear your values. Shop our ethical collection today and enjoy 10% off your first order.
• •About Us Page Snippet: At Branch Jewellery, we believe that beauty shouldn't come at the cost of the planet or its people. That's why every piece is thoughtfully designed and ethically crafted, celebrating natural materials and the incredible skill of our artisan partners. Join us in wearing jewellery that tells a deeper story.