Brand Tone

sophisticated, minimalist, and aspirational

Brand Values

• •Quality Craftsmanship
• •Timeless Design
• •Accessible Luxury
• •Aesthetic and Style
• •Self-Expression

Best Practices

• •Always emphasize the "handcrafted" nature and high-quality materials (925 Sterling Silver, 18k Gold) to build trust and justify the "luxury" positioning.
• •Avoid overly casual slang or complicated jargon. Keep sentences clear, refined, and focused on benefits like "timelessness," "versatility," and "effortless style."
• •Ensure the copy always matches the minimalist and sophisticated visual identity. The words should feel as clean and curated as the product photos.
• •While the core message is "timeless," use platforms like TikTok to engage with current styling trends (e.g., "stacking," "layering") to show the modern relevance of the pieces.
• •Frame the jewelry as a tool for self-expression. Use phrases like "Define your style," "Make it yours," or "Your signature piece" to create a personal connection and move beyond simply selling a product.

Social Perception

The brand is perceived as stylish and on-trend, yet classic. The Stockholm origin adds a layer of credibility and association with minimalist, high-quality design. There is a general sense of trust in the brand's quality due to its transparent communication about materials.

Copy Examples

• •Simplicity is the ultimate sophistication. Handcrafted in 925 Sterling Silver, our new Signet Ring is made to be your everyday signature. Wear it alone or stack it your way. #ByRitchie #TimelessJewelry
• •Your Second Skin. Discover our collection of 18k gold-plated necklaces, designed for effortless elegance from morning to night. The essence of everyday luxury.
• •One pair of hoops, endless possibilities ✨ Which style is your favorite? 1, 2, or 3? Let us know! 👇 #HowToStyle #JewelryStack #ByRitchie #GoldHoops
• •Inspired by the clean lines and timeless spirit of our home city. The Stockholm Collection is a tribute to minimalist design and enduring quality. Each piece is handcrafted to be a seamless part of your story. Explore the new arrivals.
• •Redefine Your Everyday Jewelry. Tired of jewelry that tarnishes and trends that fade? By Ritchie offers timeless, handcrafted pieces in Sterling Silver and 18k Gold. Built to last, designed to be loved. Shop the collection now for free shipping on your first order.