Brand Tone

Personal, Sincere, and Minimalist

Brand Values

• •Handmade Craftsmanship
• •Personal Design
• •Accessible Quality

Best Practices

• •Always Use the Founder's Voice: Write as "I" (Angele) when appropriate, especially in "About" sections, blog posts, or personal email communications. This maintains the personal, artisan-to-customer connection.
• •Emphasize "Handmade in Denmark": This key differentiator reinforces brand values of craftsmanship and provenance. It should be a consistent feature in bios, headlines, and product details.
• •Keep it Simple and Sincere: Avoid overly trendy slang, complex jargon, or aggressive sales language. The copy should always be clear, honest, and gentle, reflecting the minimalist aesthetic of the jewelry.
• •Focus on the Feeling, Not Just the Features: Instead of just listing materials, describe the experience of wearing the jewelry —how it adds a "subtle touch of joy" or brings "simple elegance" to an outfit.
• •Highlight the Quality-for-Price Promise: Consistently remind customers that they are getting high-quality, handcrafted items at an affordable price point. Use phrases like "accessible elegance," "everyday luxury," or "honest pricing" to reinforce this core value.

Social Perception

Trustworthy and Niche, perceived as a hidden gem for delicate, handmade Danish jewelry.

Copy Examples

• •Whispers of Gold & Pearl. Discover our new collection, a tribute to simple elegance. Each piece, handmade in Denmark, just for you.
• •A delicate dance of color for your neckline. This necklace features carefully selected glass beads and a secure gold-plated clasp. Designed and handcrafted by Angele to add a subtle touch of joy to your everyday moments. Simple, sweet, and sincerely made.
• •By Angele: Delicate, handmade jewelry from my studio in Denmark to you. Curated with care, designed with love. #byangele
• •Welcome. I'm so glad you're here. My name is Angele, and this brand is my passion. It's built on a simple idea: that beautiful, handmade jewelry should be for everyone. I hope you find a piece that speaks to you. As a thank you for joining, enjoy 10% off your first order.
• •Timeless style shouldn't be out of reach. At By Angele, we pair fine materials like freshwater pearls and gold-plated silver with accessible prices. It ’s quality craftsmanship you can feel good about wearing. Explore our collections today.