Brand Tone

personal, elegant, and confident

Brand Values

• •Accessible Quality: The brand's mission is to create high-quality jewelry at affordable prices, ensuring pieces last for years without compromising on cost.
• •Durability and Practicality: The "waterproof" feature is the most prominent value, promising jewelry that can withstand water, sweat, and perfume, making it suitable for everyday wear.
• •Personal Expression: The brand encourages customers to mix and match pieces to create a personal look, combining chunky and simple styles. The jewelry is designed to tell a story and hold sentimental value.
• •Timeless and Modern Design: The collections blend classic elegance with modern, raw, and feminine expressions.

Best Practices

• •Lead with the "Waterproof" Value Proposition: This is the brand's strongest differentiator. Every piece of marketing copy, from product descriptions to social media posts, should reinforce the message of durability and the freedom to wear the jewelry anywhere without worry.
• •Emphasize the Personal Founder Story: Continue to leverage Camilla's journey. Use phrases like "From my design desk to you" or "A collection I created because..." to maintain an authentic, personal connection with the audience. This helps build a brand personality beyond just the products.
• •Use Evocative and Sensory Language for Collections: Continue naming collections with themes (Wind, Sun Kiss, Pearl). The copy should match this by using descriptive language that evokes feelings and imagery—"soft, flowing forms," "clean, graphic lines," "timeless elegance."
• •Maintain a Tone of "Affordable Luxury": The copy should balance elegance with accessibility. Use sophisticated language but ensure the core message of fair pricing and high value is clear. Avoid overly technical jargon and focus on the emotional and practical benefits.
• •Focus on "Mix and Match" to Encourage Curation: Frame the jewelry not as individual items but as components of a personal collection. Use copy that encourages customers to "build your stack," "create your look," or "tell your story," which boosts engagement and the potential for multiple purchases.

Social Perception

The general public's perception is split. On one hand, the brand is seen as a successful, fast-growing e-commerce business offering stylish and affordable waterproof jewelry, backed by a large number of positive customer reviews. On the other hand, within communities of jewelry enthusiasts and those familiar with the local design scene, the brand is viewed with skepticism due to allegations of design plagiarism and questions about the originality and quality of its products.

Copy Examples

• •Headline: Wear Your Story. In Water, In Life. Sub-headline: Our waterproof jewelry is designed for every moment. Timeless pieces, crafted to move with you.
• •Caption: The art of the everyday statement. Mix, match, and layer without limits. Our Panser and Perle collections are designed to be lived in—through sun, sea, and everything in between. What’s your signature stack? #CamillaKroeyer #WaterproofJewellery #PersonalStyle
• •Title: The Wind Ring Body: Inspired by the unpredictable beauty of the wind, this piece features soft, flowing lines caught in a moment of movement. Crafted to last, its waterproof finish means its story becomes part of yours, uninterrupted. A touch of the eternal for your daily expression.
• •Headline: Jewelry That Keeps Up With You. Body: Tired of taking your jewelry off at the beach or the gym? At Camilla Krøyer, we create beautiful, durable pieces that are 100% waterproof and sweat-proof. Discover timeless Danish design you’ll never have to take off. Shop now and find your forever piece.
• •Subject: Inside My Studio: The Story of Our Newest Collection